A Concise Guide to Market Research Using Spss - 71933 Words

A Concise Guide to Market Research . Erik Mooi l Marko Sarstedt A Concise Guide to Market Research The Process, Data, and Methods Using IBM SPSS Statistics Prof. Erik Mooi VU University Amsterdam Marketing Department De Boelelaan 1105 1081 HV Amsterdam Netherlands emooi@feweb.vu.nl Prof. Marko Sarstedt Ludwig-Maximilians-University Institute for Market-based Management Kaulbachstr. 45 80539 Munich Germany sarstedt@bwl.lmu.de ISBN 978-3-642-12540-9 e-ISBN 978-3-642-12541-6 DOI 10.1007/978-3-642-12541-6 Springer Heidelberg Dordrecht London New York # Springer-Verlag Berlin Heidelberg 2011 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned,†¦show more content†¦Each chapter on quantitative methods describes key theoretical choices and how these are executed in IBM SPSS Statistics. Unlike most other books, we do not discuss theory or SPSS, but link the two. This is a book for non-technical readers! All chapters are written in an accessible and comprehensive way so that non-technical readers can also easily grasp the data analysis methods. Each chapter on research methods includes simple examples to help the reader get a hands-on feel for the technique. Each chapter concludes with an illustrated real-life case, demonstrating the application of a quantitative method. We also provide a second, real-life case with an accompanying dataset, thus allowing readers to practice what they have learnt. Other pedagogical features such as key words, examples, and end-of-c hapter questions support the contents. This book is concise, focusing on the most important aspects that a market researcher, or manager interpreting market research, should know. Many chapters provide links to further readings and other websites besides that of the book. Several mobile tags in the text allow readers to quickly browse related web content using a mobile device (see section â€Å"How to Use Mobile Tags†). This unique merger of ofï ¬â€šine and online content offers readers a broad spectrum of additional and readily accessible information. A comprehensive Web Appendix with further analysis techniques, datasets, video ï ¬ les, and case studies is included. lShow MoreRelatedThe Importance of Market Research782 Words   |  3 PagesMarket research refers to the process of carrying out extensive research to determine whether goods and services are likely to satisfy customer requirements (Arora Mahankale, 2013). It is way of making sure that a new or existing business rolls out products or services that will have a positive impact in the market. Therefore, market research is an important requirement to both new and existing business holdings. In the case of new businesses, one is likely to get financial assistance if they haveRead MoreAnalytical Techniques For Marketing : Assignment3222 Words   |  13 Pagesshoppers. Briefly, the attributes used by consumers to evaluate the different products are investigated. Then, quantitative market research such as questionnaire is used to collect data from a sample group concerning the attributes they use during their grocery shopping in the Internet. After collecting the data, they are inserted i nto a statistical software called IBM SPSS Statistics 22.0 and then follow the factor analysis procedure. The application of exploratory factor analysis is essential inRead MoreData Mining for Business Intelligence4558 Words   |  19 Pagesinformation. It is about using this information to improve decision making Business intelligence is about improving decision making. It involves developing processes and systems that collect, transform, cleanse and consolidate organization wide and external data, usually in an accessible store (a data warehouse), for presentation on users’ desks as reports, analysis or displayed on screens as dashboards or scorecards. However, BI is broader than technology. It is about using the information availableRead MoreWhich Determinants Influence Foreign Investors Offshore Outsourcing Decision In Bangladesh Case Study7944 Words   |  32 PagesFIRST CHAPTER 1.1. Research Background and Motivations In today’s competitive business world, to increase global business,consumer demands as well as expands market size offshore outsourcing has become a common movement. Due to forceful competition, diminution product life cycle, changing consumer taste, preferences and sensitivity, progressing new knowledge, innovation, learning and technology and stakeholder’s enthusiasm companies, at present, continuously need to revamp their value chain (BertrandRead MoreIBM SPSS Statistics 19 Brief Guide25880 Words   |  104 Pagesi IBM SPSS Statistics 19 Brief Guide Note: Before using this information and the product it supports, read the general information under Notices on p. 158. This document contains proprietary information of SPSS Inc, an IBM Company. It is provided under a license agreement and is protected by copyright law. The information contained in this publication does not include any product warranties, and any statements provided in this manual should not be interpreted as such. When you send informationRead MoreRoles Of Cross Culture Management4180 Words   |  17 Pages2.1 Introduction 3 2.2 Brand Portfolio 3 2.3 Acquisition of foreign brands and strengthening brand portfolio in China 4 2.4 Role of cross culture management in acquisition 6 Chapter 3: Methodology 8 3.1 Introduction 8 3.2 Research philosophy 9 3.3 Research approach 9 3.4 Research strategy 9 3.5 Sampling and sampling techniques 11 3.6 Data collection techniques 11 3.7 Data analysis 12 3.8 Ethical considerations 12 List of figures Figure 1: A case of more brands less revenue 7 Figure 2: Managing crossRead MoreHorizontal, Vertical and Internal Communication in an Organization7509 Words   |  31 PagesTechnical Report Writing – Summer 2011 Horizontal, Vertical and Internal Communication in an Organization Research Paper submitted to: Professor Pacelli Eugenio Renory L. Bilugan 5/29/2011 Table of Contents: Page I. Introduction 2 II. Body of the Report 3 a. Vertical and Horizontal Communication b. Internal Communication 1. Memos a. Definition of a Memo b. Purpose of a Memo c. Audience Analysis d. General Format e. Common Types ofRead MoreHow Tv Commercials Influence Consumer Cosmetic Products Purchasing Decisions18056 Words   |  73 PagesContent Abstract 2 Chapter One: Introduction and Overview 4 1.1 Research background 4 1.2 Introduction of selected case 6 1.3 Research aim and questions 10 1.4 Methods of the study 11 1.5 Research significances 11 1.6 Thesis structure 12 Chapter Two: Literature Review 12 2.1 Advertising 13 2.1.2 TV commercials 18 2.1.3 Elements of TV commercials 21 2.2 Customer behavior 23 2.2.1 Theoretical foundation 23 2.2.2 Factors influence consumers purchase decision 24 2.3 The relationshipRead More THE IMPACT OF KNOWLEDGE MANAGEMENT PRACTICES IN IMPROVING STUDENT LEARNING OUTCOMES65118 Words   |  261 PagesAvailable at LEE, SHIUAN,EN,CHRIS (2009) Durham E-Theses Online: http://etheses.dur.ac.uk/242/ Use policy The full-text may be used and/or reproduced, and given to third parties in any format or medium, without prior permission or charge, for personal research or study, educational, or not-for-prot purposes provided that: †¢ †¢ †¢ a full bibliographic reference is made to the original source a link is made to the metadata record in Durham E-Theses the full-text is not changed in any way The full-text mustRead MoreThe And Internal Audit Of Public Sector Essay6738 Words   |  27 Pagesaddressed and answers provided. In this study the research problems are; 1. Despite the fact that IT can bring about a number of benefits such as increased level of assurance, these have not much been realized. 2. No enough Internal Auditors know actually how to apply current audit technology in an efficient and effective way. 3. No specific guidelines are available to ensure that IT best practices are incorporated in Internal Auditing. 1.3 Research Questions The study is going to explore the effective