A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPASS Statistics - Couverture rigide

Livre 75 sur 190: Springer Texts in Business and Economics

Sarstedt, Marko; Mooi, Erik

 
9783662567067: A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPASS Statistics
Couverture rigide
ISBN 10 : 3662567067 ISBN 13 : 9783662567067
Editeur : Springer-Verlag Berlin and Heidelberg GmbH & Co. K, 2018

Synopsis

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

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

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 is 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.




Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Springer-Verlag Berlin and Heidelberg GmbH & Co. K
Date d'édition
2018
Langue
anglais
ISBN 10 
3662567067
ISBN 13 
9783662567067
Reliure
Relié
Numéro d'édition
3
Nombre de pages
413
Coordonnées du fabricant
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