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书名：A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics
介绍：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.
下载链接：
(Springer Texts in Business and Economics) Marko Sarstedt, Erik Mooi (auth.)-A C.pdf
(10.81 MB)
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