000			02313nam a2200301Ia 4500
003			OSt
005			20250724103404.0
008			220909b |||||||| |||| 00| 0 eng d
020			_a9783642539640
037			_cTextual
040			_aCSL _beng _cCSL
041			_aeng
084			_aB2T0bX:8B Q1;Q4 TOR _qCSL
100			_aSarstedt, Marko _eauthor
245		0	_aConcise guide to market research _b: The process, data, and methods using IBM SPSS statistics
250			_a2nd ed.
260			_aNew York : _bSpringer, _c2014.
300			_axxi, 347p. _b: ill.
500			_aIndex 343-347p.
520			_aThis accessible, practice-oriented and compact text provides a hands-on introduction to market research. Using the market research process as a framework, it explains how to collect and describe data and presents the most important and frequently used quantitative analysis techniques, such as ANOVA, regression analysis, factor analysis and cluster analysis. The book describes the theoretical choices a market researcher has to make with regard to each technique, discusses how these are converted into actions in IBM SPSS version 22 and how to interpret the output. Each chapter concludes with a case study that illustrates the process using real-world data. A comprehensive Web appendix includes additional analysis techniques, datasets, video files and case studies. Tags in the text allow readers to quickly access Web content with their mobile device. The new edition features: Stronger emphasis on the gathering and analysis of secondary data (e.g., internet and social networking data) New material on data description (e.g., outlier detection and missing value analysis) Improved use of educational elements such as learning objectives, keywords, self-assessment tests, case studies, and much more Streamlined and simplified coverage of the data analysis techniques with more rules-of-thumb Uses IBM SPSS version 22
650			_a Cluster analysis _9816368
650			_a Descriptive statistics _9816369
650			_a Hypothesis testing _9816370
650			_aGetting data _9816371
700			_aMooi, Erik _eco-author
942			_hB2T0bX:8B Q1;Q4 TOR _cTEXL _2CC _n0
999			_c14668 _d14668