business marketing research pdf

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Marketing Research: An Overview of Research Methods

By: Robert J. Dolan

Broadly describes the scope of marketing research, and describes experiments, non-survey methods, and internal data.

• Length: 9 page(s)
• Publication Date: Sep 14, 1984
• Discipline: Marketing
• Product #: 585039-PDF-ENG

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Sep 14, 1984

Discipline:

Harvard Business School

585039-PDF-ENG

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A Concise Guide to Market Research

The Process, Data, and Methods Using IBM SPSS Statistics

• © 2019
• Latest edition
• Marko Sarstedt   ORCID: https://orcid.org/0000-0002-5424-4268 0 ,
• Erik Mooi   ORCID: https://orcid.org/0000-0003-3613-1179 1

Faculty of Economics and Management, Otto-von-Guericke- University Magdeburg, Magdeburg, Germany

You can also search for this author in PubMed   Google Scholar

Department of Management and Marketing, The University of Melbourne, Parkville, VIC, Australia

• Compact, hands-on, and step-by-step introduction to quantitative market research techniques
• Discusses the theory of important quantitative techniques and links directly to their use in SPSS
• Includes a wide range of educational elements, such as learning objectives, keywords, self-assessment tests, and case studies
• Links to additional material and videos via the Springer Multimedia App

Part of the book series: Springer Texts in Business and Economics (STBE)

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Table of contents (10 chapters)

Front matter, introduction to market research.

• Marko Sarstedt, Erik Mooi

The Market Research Process

Getting data, descriptive statistics, hypothesis testing and anova, regression analysis, principal component and factor analysis, cluster analysis, communicating the results, back matter.

• Market Research
• Research Methods

About this book

This book offers an easily accessible and comprehensive guide to the entire market research process, from asking market research questions to collecting and analyzing data by means of quantitative methods. It is intended for all readers who wish to know more about the market research process, data management, and the most commonly used methods in market research. The book helps readers perform analyses, interpret the results, and make sound statistical decisions using IBM SPSS Statistics. Hypothesis tests, ANOVA, regression analysis, principal component analysis, factor analysis, and cluster analysis, as well as essential descriptive statistics, are covered in detail. Highly engaging and hands-on, the book includes many practical examples, tips, and suggestions that help readers apply and interpret the data analysis methods discussed.

The new edition uses IBM SPSS version 25 and offers the following new features:

• A single case and dataset used throughout thebook to facilitate learning
• New material on survey design and all data analysis methods to reflect the latest advances concerning each topic
• Improved use of educational elements, such as learning objectives, keywords, self-assessment tests, case studies, and much more
• A glossary that includes definitions of all the keywords and other descriptions of selected topics
•  Links to additional material and videos via the Springer Multimedia App

Authors and Affiliations

Marko Sarstedt

About the authors

Marko Sarstedt  is chaired professor of Marketing at the Otto-von-Guericke-University Magdeburg (Germany). His main research is in the application and advancement of structural equation modeling methods to further the understanding of consumer behavior and to improve marketing decision-making. His research has been published in journals such as Journal of Marketing Research, Journal of the Academy of Marketing Science, Organizational Research Methods, MIS Quarterly, and International Journal of Research in Marketing. Marko has co-edited several special issues of leading journals and co-authored several widely adopted textbooks, including “A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM)” (together with Joe F. Hair, G. Tomas M. Hult, and Christian M. Ringle).

Erik Mooi i s senior lecturer at the University of Melbourne (Australia). His main interest is in business-to-business marketing and works on topics such as outsourcing, inter-firmcontracting, innovation, technology licensing, and franchising using advanced econometrics. His research has been published in journals such as Journal of Marketing, the Journal of Marketing Research, the International Journal of Research in Marketing, and the Journal of Business Research. He is also program director at the Centre for Workplace Leadership, a fellow at the EU centre for shared complex challenges, as well as a fellow at the Centre for Business Analytics at Melbourne Business School.

Bibliographic Information

Book Title : A Concise Guide to Market Research

Book Subtitle : The Process, Data, and Methods Using IBM SPSS Statistics

Authors : Marko Sarstedt, Erik Mooi

Series Title : Springer Texts in Business and Economics

DOI : https://doi.org/10.1007/978-3-662-56707-4

Publisher : Springer Berlin, Heidelberg

eBook Packages : Business and Management , Business and Management (R0)

Copyright Information : Springer-Verlag GmbH Germany, part of Springer Nature 2019

Hardcover ISBN : 978-3-662-56706-7 Published: 28 September 2018

Softcover ISBN : 978-3-662-58592-4 Published: 11 January 2019

eBook ISBN : 978-3-662-56707-4 Published: 18 September 2018

Series ISSN : 2192-4333

Series E-ISSN : 2192-4341

Edition Number : 3

Number of Pages : XVII, 396

Number of Illustrations : 69 b/w illustrations, 109 illustrations in colour

Topics : Marketing , Management , Statistics for Business, Management, Economics, Finance, Insurance

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