TY  - BOOK
AU  - Sarstedt,Marko
AU  - Mooi, Erik
TI  - A concise guide to market research : the process, data, and methods using IBM SPSS statistics
T2  - Springer texts in business and economics
SN  - 9783662567067
U1  - 658.83 
PY  - 2019///
CY  - Berlin, Germany : 
PB  - Springer, 
KW  - SPSS (Computer file)
KW  - Marketing research -- Statistical methods.
KW  - Management science
KW  - Marketing research
N1  - Includes index; Introduction to Market Reseach.- The Market Research Process.- Data.- Getting Data.- Descriptive Statistics.- Hypothesis Testing & ANOVA.- Regression Analysis.- Principal Component and Factor Analysis.-Cluster Analysis.- Communicating the Results
N2  - This updated and revised second edition of the accessible, practice-oriented guide gives readers a compact and step-by-step introduction to the most important quantitative market research techniques, as well as how to use and analyze them in SPSS
ER  -