A Concise Guide to Market Research | springerprofessional.de
: Guidance on collecting, describing, and cleaning data, including assessing validity and reliability . A Concise Guide to Market Research
(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 | springerprofessional
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: and cleaning data
: Detailed chapters on ANOVA, regression analysis, factor analysis, and cluster analysis .