Yet another market research book?

If you search for market(ing) research books on Google or Amazon, you will find that there is no shortage of such books. However, this book differs in many important ways:

  • This book is a bridge between the theory of conducting quantitative research and 
its execution, using the market research process as a framework. We discuss market research, starting with identifying the research question, designing the data collection process, collecting, and describing data. We also introduce essential data analysis techniques, and the basics of communicating the results, including a discussion on ethics. Each chapter on quantitative methods describes key theoretical choices and how these are executed in IBM SPSS Statistics. Unlike most other books, we do not discuss theory or SPSS, but link the two.
  • This is a book for non-technical readers! All chapters are written in an accessible and comprehensive way so that non-technical readers can also easily grasp the data analysis methods that are introduced. Each chapter on research methods includes examples to help the reader get a hands-on feel for the technique. Each chapter concludes with an illustrated real-life case, demonstrating the application of a quantitative method. We also provide additional real-life cases, including datasets, thus allowing readers to practice what they have learnt. Other pedagogical features such as key words, examples, and end-of-chapter 
questions support the contents.
  • This book is concise, focusing on the most important aspects that a market 
researcher, or manager interpreting market research, should know.
  • Many chapters provide links to further readings and other websites. Mobile tags in the text allow readers to quickly browse related web content using a mobile device (see section How to Use Mobile Tags). This unique merger of offline and online content offers readers a broad spectrum of additional and readily accessible information. A comprehensive Web Appendix with further analysis 
techniques, datasets, video files, and case studies is included.

So what's new in the Second edition?

We’ve revised the second edition thoroughly. Some of the major changes in the second edition are:

  • The second edition extends the market research framework. The market research process presented in the second chapter is fully integrated throughout 
the book, offering a clear and comprehensive guideline for readers.
  • We increased the number of pedagogical elements throughout the book. Every chapter begins with a concise list of learning objectives, keywords, a short case study, and a chapter preview, highlighting the chapter contents. Chapters are organized in a more reader-friendly way, with more sections to facilitate navi- 
gation. Boxed features highlight additional contents on selected subjects.
  • Learning market research vocabulary is essential for understanding the topic. Keywords are therefore emphasized, are in italics, and are defined when they first appear. An extended glossary at the end of the book is a handy reference of 
the key terms.
  • We have put considerable effort into simplifying and streamlining our 
explanations of the techniques. More figures and graphs, and less emphasis on formulas simplify the introduction of concepts. Furthermore, we have improved the click-through sequences, which guide the reader through SPSS and the real- world examples at the end of each chapter.
  • The second edition contains substantial new material on all subjects. Most importantly, we extended the coverage of secondary data significantly, for example, in terms of the assessment of validity. We provide an extensive discussion of how secondary data can be made ready for analysis. Internet and social networking data are emphasized even more, reflecting current market research trends. Likewise, we have extended the description of the data workflow (Chap. 5), which now includes detailed descriptions of outlier detec- tion and missing value analysis. There is additional content in the context of regression analysis (e.g., moderation), factor analysis (e.g., choosing between principal components analysis and principal axis factoring), cluster analysis (e.g., validating and interpreting the cluster solution), and many more.
  • New cases, taken from real-life situations, illustrate the market research concepts discussed in each chapter. Almost all the cases draw on real-world data from companies or organizations around the globe, which gives the readers an opportunity to participate actively in the decision-making process.
  • All the examples have been updated and now use SPSS 22. All the material reflects this new version of the program.