Here you will find an overview of each chapter's learning objectives that will give you a good idea of what this book is all about. Also check out the sample chapters on principal component and factor analysis (Chapter 8) and cluster analysis (Chapter 9).

Chapter 1: Introduction to Market Research

  • What market and marketing research are and how they differ.
  • How practitioner and academic market(ing) research differ.
  • When market research should be conducted.
  • Who provides market research and the importance of the market research industry.

chapter 2: The market research process

  • How to determine an appropriate research design.
  • The differences between exploratory research, descriptive research, and causal research.
  • What causality is.
  • The market research process.

Chapter 3: Data

  • How to explain what kind of data you use.
  • The differences between primary and secondary data.
  • The differences between quantitative and qualitative data.
  • What the unit of analysis is.
  • When observations are independent and when dependent.
  • The difference between dependent and independent variables.
  • Different measurement scales and equidistance.
  • Validity and reliability from a conceptual viewpoint.
  • How to set up different sampling designs.
  • How to determine acceptable sample sizes.

Chapter 4: Getting data

  • How to find secondary data and decide on their suitability
  • How to collect primary data
  • How to design a basic questionnaire
  • How to design basic experiments
  • How to design basic qualitative research

Chapter 5: Descriptive statistics

  • The workflow involved in a market research study.
  • Univariate and bivariate descriptive graphs and statistics.
  • How to deal with missing values.
  • How to transform data (z-transformation, log transformation, creating dummies, aggregating variables).
  • How to identify and deal with outliers.
  • What a codebook is.
  • The basics of using SPSS.

Chapter 6: Hypthesis testing & ANOVA

  • The logic of hypothesis testing.
  • The steps involved in hypothesis testing.
  • What a test statistic is.
  • Types of error in hypothesis testing.
  • Common types of t-tests, one-way ANOVA.
  • How to interpret SPSS output.

Chapter 7: Regression analysis

  • The basic concept of regression analysis.
  • How regression analysis works.
  • The requirements and assumptions of regression analysis.
  • How to specify a regression analysis model.
  • How to interpret regression analysis results.
  • How to predict and validate regression analysis results.
  • How to conduct regression analysis with SPSS.
  • How to interpret regression analysis output produced by SPSS.

Chapter 8: Factor analysis

  • The basics of principal component and factor analysis.
  • The principles of exploratory and confirmatory factor analysis.
  • Key terms, such as communality, eigenvalues, factor loadings, and factor scores.
  • What factor rotation is.
  • How to determine whether data are suitable for carrying out an exploratory factor analysis.
  • How to interpret SPSS principal component output.
  • The principles of reliability analysis and its execution in SPSS.
  • The concept of structural equation modeling.

Chapter 9: Cluster analysis

  • The basic concepts of cluster analysis.
  • How basic cluster algorithms work.
  • How to compute simple clustering results manually.
  • The different types of clustering procedures.
  • The SPSS clustering outputs.

Chapter 10: Communicating the Results

  • Why communicating the results is a crucial element of every market research study.
  • The elements that should be included in a written research report and how to structure these elements.
  • How to communicate the findings in an oral presentation.
  • The ethical issues concerning communicating the report findings to the client.