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

Sarstedt, Marko

 
9783662585924: A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics
Couverture souple
ISBN 10 : 3662585928 ISBN 13 : 9783662585924
Editeur : Springer, 2019

Synopsis

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.

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
Date d'édition
2019
Langue
anglais
ISBN 10 
3662585928
ISBN 13 
9783662585924
Reliure
Broché
Nombre de pages
416
Coordonnées du fabricant
ProductSafety@springernature.com
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