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Sinopsis
This 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.
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Acerca del autor
Erik Mooi is an Assistant Professor at the VU University Amsterdam, the Netherlands, and lectures at Aston Business School in the Uk. He has taught Market Research to bachelor, master, and PhD students for several years for the VU University Amsterdam, Aston Business School in the Uk, and EM Lyon in France. He has also served as a consultant for several companies in the Netherlands such as Air France-KLM. He is also an active researcher and has published amongst others in the Journal of Marketing and the Journal of Marketing Channels, while serving as a reviewer for the British Journal of Management, the Journal of Marketing, and the European Journal of Marketing. Marko Sarstedt is an Assistant Professor of Quantitative Methods in Marketing and Management at the Ludwig-Maximilians-University in Munich, Germany, where he earned his diploma, Master of Business Research and doctorate degree. He is currently a Visiting Lecturer at the European University of Applied Sciences in Hamburg, Germany. Marko's main research interest is in the application and advancement of research methods to further the understanding of consumer behavior and to improve marketing decision making. He has published several peer-reviewed research articles in national and international journals as well as proceedings volumes and serves as an editorial board member for various international journals. He has been invited to several international universities as a Visiting Researcher, including EM Lyon, the Villanova School of Business, and Brunel University, and teaches marketing research and research methodology classes at the bachelor, master and doctorate levels. Marko has served as a consultant for various companies in the nonprofit and profit sectors, including companies in the automotive, telecommunications, and industrial goods sectors.
De la contraportada
This 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.
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A Concise Guide to Market Research
Librería: Hamelyn, Madrid, M, España
Calificación del vendedor: 4 de 5 estrellas
Condición: Como nuevo. : Esta guía práctica y accesible ofrece una introducción a los principios de la investigación de mercados. Utilizando el proceso de investigación de mercados como marco, los autores explican cómo recopilar y describir los datos necesarios y presentan las técnicas de análisis cuantitativo más importantes y utilizadas, como ANOVA, análisis de regresión, análisis factorial y análisis de conglomerados. Se proporciona una explicación de las elecciones teóricas que un investigador de mercados debe tomar con respecto a cada técnica, así como la forma en que éstas se traducen en acciones en IBM SPSS Statistics. Cada capítulo concluye con un estudio de caso que ilustra el proceso basado en datos del mundo real. EAN: 9783642125409 Tipo: Libros Categoría: Negocios y Economía|Tecnología|Ciencias Título: A Concise Guide to Market Research Autor: Erik Mooi| Marko Sarstedt Editorial: Springer Idioma: en Páginas: 328 Formato: tapa dura. Nº de ref. del artículo: Happ-2025-03-06-321e5857
Cantidad disponible: 1 disponibles
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A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics
Publicado por
Springer-Verlag Berlin and Heidelberg GmbH & Co. K, 2011
ISBN 10: 3642125409
ISBN 13: 9783642125409
Antiguo o usado
Tapa dura
Librería: Ammareal, Morangis, Francia
Calificación del vendedor: 5 de 5 estrellas
Hardcover. Condición: Bon. Ancien livre de bibliothèque. Légères traces d'usure sur la couverture. Edition 2011. Ammareal reverse jusqu'à 15% du prix net de cet article à des organisations caritatives. ENGLISH DESCRIPTION Book Condition: Used, Good. Former library book. Slight signs of wear on the cover. Edition 2011. Ammareal gives back up to 15% of this item's net price to charity organizations. Nº de ref. del artículo: E-974-885
Cantidad disponible: 1 disponibles
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A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics
Publicado por
Springer-Verlag Berlin and Heidelberg GmbH & Co. K, 2011
ISBN 10: 3642125409
ISBN 13: 9783642125409
Antiguo o usado
Tapa dura
Librería: Ammareal, Morangis, Francia
Calificación del vendedor: 5 de 5 estrellas
Hardcover. Condición: Bon. Ancien livre de bibliothèque. Légères traces d'usure sur la couverture. Edition 2011. Ammareal reverse jusqu'à 15% du prix net de cet article à des organisations caritatives. ENGLISH DESCRIPTION Book Condition: Used, Good. Former library book. Slight signs of wear on the cover. Edition 2011. Ammareal gives back up to 15% of this item's net price to charity organizations. Nº de ref. del artículo: E-974-884
Cantidad disponible: 1 disponibles
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A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics
Publicado por
Springer-Verlag Berlin and Heidelberg GmbH & Co. K, 2011
ISBN 10: 3642125409
ISBN 13: 9783642125409
Antiguo o usado
Tapa dura
Librería: Ammareal, Morangis, Francia
Calificación del vendedor: 5 de 5 estrellas
Hardcover. Condición: Très bon. Ancien livre de bibliothèque. Légères traces d'usure sur la couverture. Edition 2011. Ammareal reverse jusqu'à 15% du prix net de cet article à des organisations caritatives. ENGLISH DESCRIPTION Book Condition: Used, Very good. Former library book. Slight signs of wear on the cover. Edition 2011. Ammareal gives back up to 15% of this item's net price to charity organizations. Nº de ref. del artículo: E-974-880
Cantidad disponible: 1 disponibles
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A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics
Publicado por
Springer-Verlag Berlin and Heidelberg GmbH & Co. K, 2011
ISBN 10: 3642125409
ISBN 13: 9783642125409
Antiguo o usado
Tapa dura
Librería: Ammareal, Morangis, Francia
Calificación del vendedor: 5 de 5 estrellas
Hardcover. Condición: Bon. Ancien livre de bibliothèque. Légères traces d'usure sur la couverture. Edition 2011. Ammareal reverse jusqu'à 15% du prix net de cet article à des organisations caritatives. ENGLISH DESCRIPTION Book Condition: Used, Good. Former library book. Slight signs of wear on the cover. Edition 2011. Ammareal gives back up to 15% of this item's net price to charity organizations. Nº de ref. del artículo: E-974-895
Cantidad disponible: 1 disponibles
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A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics
Publicado por
Springer-Verlag Berlin and Heidelberg GmbH & Co. K, 2011
ISBN 10: 3642125409
ISBN 13: 9783642125409
Antiguo o usado
Tapa dura
Librería: Ammareal, Morangis, Francia
Calificación del vendedor: 5 de 5 estrellas
Hardcover. Condición: Bon. Ancien livre de bibliothèque. Légères traces d'usure sur la couverture. Edition 2011. Ammareal reverse jusqu'à 15% du prix net de cet article à des organisations caritatives. ENGLISH DESCRIPTION Book Condition: Used, Good. Former library book. Slight signs of wear on the cover. Edition 2011. Ammareal gives back up to 15% of this item's net price to charity organizations. Nº de ref. del artículo: E-974-881
Cantidad disponible: 1 disponibles
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A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics
Publicado por
Springer-Verlag Berlin and Heidelberg GmbH & Co. K, 2011
ISBN 10: 3642125409
ISBN 13: 9783642125409
Antiguo o usado
Tapa dura
Librería: Ammareal, Morangis, Francia
Calificación del vendedor: 5 de 5 estrellas
Hardcover. Condición: Très bon. Ancien livre de bibliothèque. Légères traces d'usure sur la couverture. Edition 2011. Ammareal reverse jusqu'à 15% du prix net de cet article à des organisations caritatives. ENGLISH DESCRIPTION Book Condition: Used, Very good. Former library book. Slight signs of wear on the cover. Edition 2011. Ammareal gives back up to 15% of this item's net price to charity organizations. Nº de ref. del artículo: E-974-834
Cantidad disponible: 1 disponibles
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A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics
Publicado por
Springer-Verlag Berlin and Heidelberg GmbH & Co. K, 2011
ISBN 10: 3642125409
ISBN 13: 9783642125409
Antiguo o usado
Tapa dura
Librería: Ammareal, Morangis, Francia
Calificación del vendedor: 5 de 5 estrellas
Hardcover. Condición: Bon. Ancien livre de bibliothèque. Traces d'usure sur la couverture. Edition 2011. Ammareal reverse jusqu'à 15% du prix net de cet article à des organisations caritatives. ENGLISH DESCRIPTION Book Condition: Used, Good. Former library book. Signs of wear on the cover. Edition 2011. Ammareal gives back up to 15% of this item's net price to charity organizations. Nº de ref. del artículo: E-974-898
Cantidad disponible: 1 disponibles
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A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics
Publicado por
Springer-Verlag Berlin and Heidelberg GmbH & Co. K, 2011
ISBN 10: 3642125409
ISBN 13: 9783642125409
Antiguo o usado
Tapa dura
Librería: Ammareal, Morangis, Francia
Calificación del vendedor: 5 de 5 estrellas
Hardcover. Condición: Bon. Ancien livre de bibliothèque. Traces d'usure sur la couverture. Edition 2011. Ammareal reverse jusqu'à 15% du prix net de cet article à des organisations caritatives. ENGLISH DESCRIPTION Book Condition: Used, Good. Former library book. Signs of wear on the cover. Edition 2011. Ammareal gives back up to 15% of this item's net price to charity organizations. Nº de ref. del artículo: E-974-899
Cantidad disponible: 1 disponibles
Imagen de archivo
A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics
Publicado por
Springer-Verlag Berlin and Heidelberg GmbH & Co. K, 2011
ISBN 10: 3642125409
ISBN 13: 9783642125409
Antiguo o usado
Tapa dura
Librería: Ammareal, Morangis, Francia
Calificación del vendedor: 5 de 5 estrellas
Hardcover. Condición: Bon. Ancien livre de bibliothèque. Légères traces d'usure sur la couverture. Edition 2011. Ammareal reverse jusqu'à 15% du prix net de cet article à des organisations caritatives. ENGLISH DESCRIPTION Book Condition: Used, Good. Former library book. Slight signs of wear on the cover. Edition 2011. Ammareal gives back up to 15% of this item's net price to charity organizations. Nº de ref. del artículo: E-974-894
Cantidad disponible: 1 disponibles