A Concise Guide to Market Research

The Process, Data, and Methods Using IBM SPSS Statistics

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Welcome to the second edition!

Book coverThis 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. Tags in the text allow readers to quickly access Web content with their mobile device.




Features of the 2nd edition:

  • 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 more
  • Streamlined and simplified coverage of the data analysis techniques with more rules-of-thumb
  • Uses IBM SPSS version 22



"The second edition of the market research text by Marko Sarstedt and Erik Mooi is excellent, and includes expanded coverage of relevant topics and the most recent developments in the field, but also continues to execute the concise, non-technical approach that made the first edition so accessible. The real world examples and case studies enhance the chapters but equally important is this new edition includes many mobile tags that enable readers to easily locate additional supplementary material on a variety of topics. I strongly recommend that you consider adding this to your market research resources."

Joe F. Hair, Jr, Kennesaw State University, USA

"This book is my first choice when I introduce applied stats to students. The book covers everything you need (e.g., ANOVA, regression analysis, factor analysis and cluster analysis), is easy to understand and has excellent market research examples, which my student really like."

Christian M. Ringle, Hamburg University of Technology, Germany

Reviews of the 1st edition

Marketing Review St. Gallen has published a review of our book in their first issue of 2012 (p. 62). You can download the review (in German) here.

Tobias Schütz (Professor for Marketing and Customer Science, ESB Business School, Reutlingen University) has published a review of our book in International Journal of Market Research (Volume 53, Issue 4, pp. 563-564). You can download the review here.

Please also check out John Hall's site. In addition to a review of our book, he also provides a great ressource for everyone involved in survey research.


Table of contents / Preface / Sample Chapter: Cluster Analysis

Table of Contents


Sample Chapter: Cluster Analysis



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