TY  - BOOK
AU  - Sarstedt, Marko
TI  - A concise guide to market research: the process data and methods using IBM, SPSS statistics 
SN  - 9783662567067
U1  - 658.8 
PY  - 2019///
CY  - Berlin
PB  - Springer
KW  - Market research
KW  - Statistical analysis
KW  - Data analysis
KW  - IBM SPSS Statistics
KW  - Quantitative research methods
N1  - Includes glossary and index
N2  - "A Concise Guide to Market Research" offers a clear and practical approach to understanding and executing market research. It covers the entire process, from formulating research questions to analyzing data and drawing meaningful conclusions. The book's focus on using IBM SPSS Statistics makes it particularly useful for those who want to apply their knowledge directly to real-world data. The authors effectively balance theoretical concepts with practical examples, making the material accessible to both beginners and experienced researchers. The inclusion of new features like a single case study and updated content on survey design and data analysis methods further enhances the book's value. Whether you're a student, a marketing professional, or a researcher, this book provides a solid foundation in market research methodology and statistical analysis
ER  -