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Title: A concise guide to market research : the process, data, and methods using IBM SPSS statistics
Authors: Marko Sarstedt
Erik Mooi
Keywords: Nghiên cứu thị trường | Phương pháp phân tích dữ liệu | Phương pháp thống kê
Issue Date: 2019
Publisher: Springer
Abstract: This book offers an easily accessible and comprehensive guide to the entire market research process, from asking market research questions to collecting and analyzing data by means of quantitative methods. It is intended for all readers who wish to know more about the market research process, data management, and the most commonly used methods in market research. The book helps readers perform analyses, interpret the results, and make sound statistical decisions using IBM SPSS Statistics. Hypothesis tests, ANOVA, regression analysis, principal component analysis, factor analysis, and cluster analysis, as well as essential descriptive statistics, are covered in detail. Highly engaging and hands-on, the book includes many practical examples, tips, and suggestions that help readers apply and interpret the data analysis methods discussed.
Appears in Collections1-Kinh tế - Quản lý




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