A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics

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This 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 ...

A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics 2016, Springer

ISBN-13: 9783662519813

2nd Softcover Reprint of the Origi edition

Trade paperback

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A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics 2014, Springer-Verlag Berlin and Heidelberg GmbH & Co. K, Berlin

ISBN-13: 9783642539640

2nd edition 2014

Hardcover

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