A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics (3rd Edition)

This book, A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics 3rd edition offers an easily accessible and comprehensive guide to the entire market research process, from asking market research questions to analyzing and collecting data by means of quantitative methods. It is intended for all readers who wish to know more about the market research process, data management, and the most commonly used methods in market research. The book helps readers perform analyses, interpret the results, and make sound statistical decisions using IBM SPSS Statistics. ANOVA, hypothesis testing, regression analysis, factor analysis, principal component analysis, and cluster analysis, as well as essential descriptive statistics, are covered in high detail. Highly engaging and hands-on, the includes many practical tips, examples, and suggestions that help readers apply and interpret the data analysis methods discussed.The new edition uses IBM SPSS version 25 and offers the following new features:NOTE: No software or codes are included in this purchase. Only the is included.A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics (3rd Edition)Authors: Marko Sarstedt, Erik Mooi Publisher: Springer; 3rd edition Publication Date: September 18, 2018