具体描述
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 version 22 and how to interpret the output. Each chapter concludes with a case study that illustrates the process using real-world data. A comprehensive Web appendix includes additional analysis techniques, datasets, video files and case studies. Tags in the text allow readers to quickly access Web content with their mobile device.
The new edition features:
Stronger emphasis on the gathering and analysis of secondary data (e.g., internet and social networking data)New material on data description (e.g., outlier detection and missing value analysis)Improved use of educational elements such as learning objectives, keywords, self-assessment tests, case studies, and much moreStreamlined and simplified coverage of the data analysis techniques with more rules-of-thumbUses IBM SPSS version 22
作者简介
目录信息
Front Matter....Pages i-xxii
Introduction to Market Research....Pages 1-9
The Market Research Process....Pages 11-23
Data....Pages 25-45
Getting Data....Pages 47-86
Descriptive Statistics....Pages 87-139
Hypothesis Testing & ANOVA....Pages 141-192
Regression Analysis....Pages 193-233
Factor Analysis....Pages 235-272
Cluster Analysis....Pages 273-324
Communicating the Results....Pages 325-342
Back Matter....Pages 343-347
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