How can we segment customers? How will customers react to price changes? How do we know if loyal customers spend more? A Concise Guide to Market Research offers tools to answer such questions.
A Concise Guide to Market Research is an ideal book for use in advanced undergraduate and graduate classes. It features a concise discussion of the entire market research process. Using the market research process as a framework, the book explains how to collect and describe the necessary data. The book also discusses the most important and frequently used quantitative analysis techniques, such as ANOVA, regression analysis, factor analysis, and cluster analysis. For each technique, theoretical choices a market researcher has to make and how these are translated into actions in IBM SPSS Statistics are explained. This includes a discussion 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.
The book is also very useful for practitioners seeking a reference on (quantitative) market research or for self-study. This book has benefitted from much input by practitioners from firms such as Proctor & Gamble and Intomart GFK.
On this website you will find the learning objectives of each chapter. You will also find data sets and additional reading. If you need any further information on this book please email us at
(Marko). Please check out the book's page at Springer or our Facebook community page. Your library offers full text access? Check out Springer's MyCopy service to get a personal copy for a discounted rate.
Tobias Schütz (Professor for Marketing and Customer Science, ESB Business School, Reutlingen University) has published a review of our book in the International Journal of Market Research (Volume 53, Issue 4, p. 563-564). You can download the review here.
Table of contents / Preface / Sample Chapter: Cluster Analysis
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