| 000 | 02309cam a2200301 i 4500 | ||
|---|---|---|---|
| 003 | MIUC | ||
| 005 | 20181024141259.0 | ||
| 008 | 140617s2014 nyu 000 0 eng | ||
| 020 | _a9783642539640 | ||
| 040 |
_aDLC _beng _cDLC _dDLC _dMIUC |
||
| 082 | 0 | _a658.83 | |
| 100 | 1 |
_9509 _aSarstedt, Marko |
|
| 245 | 1 | 2 |
_aA concise guide to market research : _bthe process, data, and methods using IBM SPSS statistics / _cMarko Sarstedt, Erik Mooi. |
| 250 | _aSecond edition | ||
| 260 |
_aNew York ; _aLondon : _bSpringer, _c2014. |
||
| 300 |
_axxi, 347 p. : _bill. b&w ; _c24 cm. |
||
| 490 | 1 |
_aSpringer text in business and economics _x2192-4333 |
|
| 504 | _aIncludes bibliographical references and index. | ||
| 505 | 0 | _aCh. 1 Introduction -- Ch. 2. The market research process -- Ch. 3. Data -- Ch. 4. Getting data -- Ch. 5. Descriptive statistics -- Ch. 6. Hypothesis testing & ANOVA -- Ch. 7. Regression analysis -- Ch. 8. Factor analysis -- Ch. 9. Cluster analysis -- Ch. 10. Communicating the findings. | |
| 520 | _aThis accessible, practice-oriented and compact text provides a hands-on introduction to the principles of market research. Using the market research process as a framework, the authors explain how to collect and describe the necessary data and present the most important and frequently used quantitative analysis techniques, such as ANOVA, regression analysis, factor analysis, and cluster analysis. An explanation is provided of the theoretical choices a market researcher has to make with regard to each technique, as well as how these are translated into actions in IBM SPSS Statistics. This includes a discussion of what the outputs mean and how they should be interpreted from a market research perspective. Each chapter concludes with a case study that illustrates the process based on real-world data. A comprehensive web appendix includes additional analysis techniques, datasets, video files and case studies. Several mobile tags in the text allow readers to quickly browse related web content using a mobile device. | ||
| 650 | 0 |
_9218 _aEconomics |
|
| 650 | 0 |
_9512 _aEconomics _vStatistics |
|
| 650 | 0 |
_949 _aIndustrial management |
|
| 650 | 0 |
_936 _aMarketing |
|
| 700 | 1 |
_9510 _aMooi, Erik |
|
| 830 | 0 |
_9511 _aSpringer text in business and economics |
|
| 942 |
_2ddc _cBK |
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