A Concise Guide to Market Research: The Process, Data, and - download pdf or read online

By Erik Mooi,Marko Sarstedt

ISBN-10: 3642125409

ISBN-13: 9783642125409

ISBN-10: 366251981X

ISBN-13: 9783662519813

This available, practice-oriented and compact textual content offers a hands-on advent to the rules of marketplace study. utilizing the industry learn method as a framework, the authors clarify how one can acquire and describe the mandatory info and current an important and regularly used quantitative research thoughts, reminiscent of ANOVA, regression research, issue research, and cluster research. a proof is supplied of the theoretical offerings a marketplace researcher has to make in regards to every process, in addition to how those are translated into activities in IBM SPSS records. This incorporates a dialogue of what the outputs suggest and the way they need to be interpreted from a industry learn standpoint. each one bankruptcy concludes with a case learn that illustrates the method according to real-world information. A complete internet appendix contains extra research strategies, datasets, video records and case stories. numerous cellular tags within the textual content let readers to fast browse similar websites utilizing a cellular device.

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A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics by Erik Mooi,Marko Sarstedt

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