A concise guide to market research : the process, data, and methods using IBM SPSS statistics / Erik Mooi, Marko Sarstedt

By: Sarstedt, Marko [author]Contributor(s): Mooi, Erik [author] | Ohio Library and Information NetworkMaterial type: TextTextSeries: Springer texts in business and economicsPublisher: Berlin, Germany : Springer, [2019]Edition: Third editionDescription: 1 online resource (396 pages)Content type: text Media type: computer Carrier type: online resourceISBN: 9783662567074; 3662567075Subject(s): Marketing research -- Statistical methods | Management science | StatisticsGenre/Form: Electronic books Additional physical formats: No titleDDC classification: 658.8/3 LOC classification: HF5415.2 | .S27 2019Online resources: SpringerLink Connect to resource | SpringerLink Connect to resource | SpringerLink Connect to resource (off-campus)
Contents:
Introduction to Market Reseach.- The Market Research Process.- Data.- Getting Data.- Descriptive Statistics.- Hypothesis Testing & ANOVA.- Regression Analysis.- Principal Component and Factor Analysis.-Cluster Analysis.- Communicating the Results
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Introduction to Market Reseach.- The Market Research Process.- Data.- Getting Data.- Descriptive Statistics.- Hypothesis Testing & ANOVA.- Regression Analysis.- Principal Component and Factor Analysis.-Cluster Analysis.- Communicating the Results

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