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A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics (Springer Texts in Business and Economics)
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A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics (Springer Texts in Business and Economics)

3.71  ·  Rating details ·  7 ratings  ·  1 review
This accessible, practice-oriented and compact text provides a hands-on introduction to the principles of market research. It presents the most important techniques and shows how to translate theoretical choices into SPSS and how to analyze the output.
hardcover
Published September 19th 2018 (first published February 9th 2011)
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Philip Sugai
Jan 24, 2015 rated it it was amazing  ·  review of another edition
As a Professor of Marketing in a Global MBA program, I have read many, many books on Market Research. While there are many more famous and widely used textbooks for Marketing professors to use, this one is by far the best I have ever read and used.

Even for students with a background in Statistics or Statistical methods, this book provides a very clear and detailed discussion of exactly how each of the basic quantitative methods are derived and applied, including all of the assumptions related t
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