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This book offers an easily accessible and comprehensive guide to
the entire market research process, from asking market research
questions to collecting and analyzing 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. Hypothesis tests, ANOVA,
regression analysis, principal component analysis, factor analysis,
and cluster analysis, as well as essential descriptive statistics,
are covered in detail. Highly engaging and hands-on, the book
includes many practical examples, tips, 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: A single case and dataset used throughout the book to
facilitate learning New material on survey design and all data
analysis methods to reflect the latest advances concerning each
topic Improved use of educational elements, such as learning
objectives, keywords, self-assessment tests, case studies, and much
more A glossary that includes definitions of all the keywords and
other descriptions of selected topics Links to additional material
and videos via the Springer Multimedia App
This book offers an easily accessible and comprehensive guide to
the entire market research process, from asking market research
questions to collecting and analyzing 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. Hypothesis tests, ANOVA,
regression analysis, principal component analysis, factor analysis,
and cluster analysis, as well as essential descriptive statistics,
are covered in detail. Highly engaging and hands-on, the book
includes many practical examples, tips, 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: A single case and dataset used throughout the book to
facilitate learning New material on survey design and all data
analysis methods to reflect the latest advances concerning each
topic Improved use of educational elements, such as learning
objectives, keywords, self-assessment tests, case studies, and much
more A glossary that includes definitions of all the keywords and
other descriptions of selected topics Links to additional material
and videos via the Springer Multimedia App
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