A Concise Guide to Market Research [recurso electrónico] : The Process, Data, and Methods Using IBM SPSS Statistics / by Erik Mooi, Marko Sarstedt.

Por: Mooi, Erik [author.]Colaborador(es): Sarstedt, Marko [author.] | SpringerLink (Online service)Tipo de material: TextoTextoEditor: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2011Descripción: XX, 307p. online resourceTipo de contenido: text Tipo de medio: computer Tipo de portador: online resourceISBN: 9783642125416Tema(s): Economics | Economics -- Statistics | Industrial management | Marketing | Economics/Management Science | Marketing | Management/Business for Professionals | Statistics for Business/Economics/Mathematical Finance/InsuranceFormatos físicos adicionales: Printed edition:: Sin títuloClasificación CDD: 658.8 Clasificación LoC:HF5410-5417.5Recursos en línea: Libro electrónicoTexto
Contenidos:
1 Introduction -- 2 The Market Research Process -- 3 Data -- 4 Getting Data -- 5 Descriptive Statistics -- 6 Hypothesis Testing & Anova -- 7 Regression Analysis -- 8 Factor Analysis -- 9 Cluster Analysis -- 10 Communicating the Findings -- References.
En: Springer eBooksResumen: This accessible, practice-oriented and compact text provides a hands-on introduction to the principles of market research. Using the market research process as a framework, the authors explain how to collect and describe the necessary data and present the most important and frequently used quantitative analysis techniques, such as ANOVA, regression analysis, factor analysis, and cluster analysis. An explanation is provided of the theoretical choices a market researcher has to make with regard to each technique, as well as how these are translated into actions in IBM SPSS Statistics. This includes a discussion of 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. A comprehensive web appendix includes additional analysis techniques, datasets, video files and case studies. Several mobile tags in the text allow readers to quickly browse related web content using a mobile device.
Star ratings
    Valoración media: 0.0 (0 votos)
Existencias
Tipo de ítem Biblioteca actual Colección Signatura Copia número Estado Fecha de vencimiento Código de barras
Libro Electrónico Biblioteca Electrónica
Colección de Libros Electrónicos HF5410 -5417.5 (Browse shelf(Abre debajo)) 1 No para préstamo 374291-2001

1 Introduction -- 2 The Market Research Process -- 3 Data -- 4 Getting Data -- 5 Descriptive Statistics -- 6 Hypothesis Testing & Anova -- 7 Regression Analysis -- 8 Factor Analysis -- 9 Cluster Analysis -- 10 Communicating the Findings -- References.

This accessible, practice-oriented and compact text provides a hands-on introduction to the principles of market research. Using the market research process as a framework, the authors explain how to collect and describe the necessary data and present the most important and frequently used quantitative analysis techniques, such as ANOVA, regression analysis, factor analysis, and cluster analysis. An explanation is provided of the theoretical choices a market researcher has to make with regard to each technique, as well as how these are translated into actions in IBM SPSS Statistics. This includes a discussion of 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. A comprehensive web appendix includes additional analysis techniques, datasets, video files and case studies. Several mobile tags in the text allow readers to quickly browse related web content using a mobile device.

19

Con tecnología Koha