Welcome to the Third edition!

Market research book cover

This book offers an easily accessible and comprehensive guide to the entire market research process, from asking market research questions to collecting and analyzing data by means of quantitative methods. It is intended for all readers who wish to know more about the market research process, data management, and the most commonly used methods in market research. The book helps readers perform analyses, interpret the results, and make sound statistical decisions using IBM SPSS Statistics. Hypothesis tests, ANOVA, regression analysis, principal component analysis, factor analysis, and cluster analysis, as well as essential descriptive statistics, are covered in detail. Highly engaging and hands-on, the book includes many practical examples, tips, and suggestions that help readers apply and interpret the data analysis methods discussed. The new edition uses IBM SPSS version 25 and offers the following new features:

  • A single case and dataset used throughout the book to facilitate learning
  • New material on survey design and all data analysis methods to reflect the latest advances concerning each topic
  • Improved use of educational elements, such as learning objectives, keywords, self-assessment tests, case studies,
    and much more
  • A glossary that includes definitions of all the keywords and other descriptions of selected topics
  • Links to additional material and videos via the Springer Multimedia App

The book is available via many channels such as Amazon, most bookstores, and SpringerLink. If your organization or university subscribes to the Springer Texts in Business and Economics series, you will even have free access.

what our colleagues say

"This book is a perfect and modern combination of the basics and applications of Marketing Research. The relation between theory and how marketing research methods are executed in IBM SPSS Statistics is excellent. This book combines these elements with clear insights in problems and solutions that we often face in using marketing research techniques and methods. It is a must for every student and practitioner in Marketing and Marketing Research."

Professor P.S.H. (Peter) Leeflang, Frank M. Bass Distinguished Professor of Marketing, University of Groningen, the Netherlands


"The third 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. It also continues to execute the concise, non-technical approach that made the first two editions so accessible. The single case study and numerous educational elements that have been included in the third edition greatly facilitate learning. Readers will also find the comprehensive online supplementary material on qualitative research techniques highly useful. I strongly recommend that you consider adding this to your market research resources.“

Professor Joe F. Hair, University of South Alabama, 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 students really like."

Professor Christian M. Ringle, Hamburg University of Technology, Germany

“The book does live up to its title. It is indeed “a concise guide to market research” as it accomplishes the task of integrating theory and analytical practice exceptionally well. (…) All in all this is a very good and comprehensive source for readers looking for an easy to understand and yet substantiated manual to quantitative market research and analysis.”

Professor Tobias Schütz, Professor of Marketing and Consumer Science, ESB Reutlingen, Germany in his book review of the first edition in International Journal of Market Research (2011, Volume 43, Issue 4)


What our readers say

"This book really delivered to its promises! It is written in an easy to grasp style, while at the same time providing enough scientific background if you’re interested in the underlying concepts. I really like the SPSS examples and explanations how to read the outputs, as well as the rule-of-thumbs (as often you just don’t know what is “good enough” in terms of sample size, quality criteria, and effect size etc…)"

Anna L.,  3rd year bachelor's student


"Thanks to a clear and easy terminology with a strong integration of examples (including data samples) the Guide gives a smooth entry to the most important topics of empirical research and quantitative analytics using IBM SPSS. I can really recommend the book to anyone in charge to do empirical work. This holds for practical questions in daily industry business (market research, customer insights, RoM/RoI, KPI measurement) as well as research tasks in academia."
Renard W., 2nd year master's student


"I found the book extremely helpful for my Master thesis in which I had to gather data and run the analysis without having been exposed to research methods before. Its contents are easy to comprehend and offer step-by-step guidance on how to run simple and more advanced analyses."

Peter N., 3rd year master's student