Welcome to the second edition!

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 clusteranalysis. 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.


The book is available via many channels such as Amazon, most bookstores, and SpringerLink (https://link.springer.com/book/10.1007%2F978-981-10-5218-7). 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 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."

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