A Concise Guide to Market Research | The Process, Data, and Methods Using IBM SPSS Statistics

Erik Mooi (u. a.)

ISBN 10: 3662585928 / ISBN 13: 9783662585924

Edité par Springer-Verlag GmbH, 2019

A propos de cet article

A Concise Guide to Market Research | The Process, Data, and Methods Using IBM SPSS Statistics | Erik Mooi (u. a.) | Taschenbuch | xvii | Englisch | 2019 | Springer-Verlag GmbH | EAN 9783662585924 | Verantwortliche Person für die EU: Springer Verlag GmbH, Tiergartenstr. 17, 69121 Heidelberg, juergen[dot]hartmann[at]springer[dot]com | Anbieter: preigu.

N° de réf. du vendeur 117344135

Détails bibliographiques

• Titre: A Concise Guide to Market Research | The Process, Data, and Methods Using IBM SPSS Statistics
• Éditeur: Springer-Verlag GmbH
• Date de parution: 2019
• Langue: anglais
• ISBN à 10 chiffres: 3662585928
• ISBN à 13 chiffres: 9783662585924
• Reliure: Taschenbuch
• État de l'article: Neu
• Dimensions: 235 L x 155 H x 23 P (en millimètres) 235 millimètres de largeur par 155 millimètres de hauteur par 23 millimètres de profondeur
• Poids: 628 grammes
• Catalogues du vendeur:
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A propos de ce titre

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.

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.