The guide provides a compact, step-by-step introduction to the entire market research process, with a heavy emphasis on quantitative analysis using IBM SPSS Statistics . It is structured around the standard research workflow:
(3rd Edition, 2018) by Erik Mooi, Marko Sarstedt, and Mooi Erik is a practice-oriented textbook designed to bridge the gap between theoretical market research and its practical application . Book Overview A Concise Guide to Market Research
: Detailed chapters on ANOVA, regression analysis, factor analysis, and cluster analysis . The guide provides a compact, step-by-step introduction to
A Concise Guide to Market Research | springerprofessional.de The guide provides a compact
The book helps readers perform analyses, interpret the results, and make sound statistical decisions using IBM SPSS Statistics. springerprofessional.de A Concise Guide to Market Research - Springer Nature