Market Research
Springer Verlag, Singapore
978-981-10-5217-0 (ISBN)
The book offers readers an overview of the entire market research process from asking market research questions to collecting and analyzing data by means of quantitative methods. It is engaging, hands-on, and includes many practical examples, tips, and suggestions that help readers apply and interpret quantitative methods, such as regression, factor, and cluster analysis. These methods help researchers provide companies with useful insights.
Erik Mooi is Senior Lecturer in Marketing at the University of Melbourne, Australia. He is also a fellow at the Centre for Business Analytics at Melbourne Business School. Erik’s research focuses on business marketing and includes topics such as technology licensing, franchising, IT purchasing, and outsourcing. He has published in the Journal of Marketing, the International Journal of Research in Marketing, the Journal of Business Research, The Internal Journal of Human Resource Management, The British Journal of Management, and others. Erik is a reviewer and/or editorial board member of several journals such as the Academy of Management Journal, Journal of Marketing Research, the European Journal of Marketing, and The British Journal of Management. He has taught market research and research methods to bachelor, master, and PhD students at the University of Melbourne, theVU University Amsterdam, Aston Business School, and EM Lyon for many years. Marko Sarstedt is chaired professor of marketing at the Otto-von-Guericke-University Magdeburg, Germany, and Conjoint Professor at the Faculty of Business and Law at the University of Newcastle, Australia. He was previously an Assistant Professor of Quantitative Methods in Marketing and Management at the Ludwig-Maximilians-University Munich (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, International Journal of Research in Marketing, Long Range Planning, Journal of World Business, and Journal of Business Research. According to the Handelsblatt ranking, Sarstedt is among the top three young academic marketing researchers in Germany, Switzerland, and Austria. He regularly teaches doctoral seminars on multivariate statistics, structural equation modeling, and measurement throughout the world. Irma Mooi-Reci is Senior Lecturer at the School of Social and Political Sciences and Adjunct Senior Fellow of the Melbourne Institute of Applied Economic and Social Research at the University of Melbourne, Australia. Irma researches the socioeconomic implications of unemployment and unstable work within individual careers and across generations. She has published her work in various journals, including Human Relations, Social Science Research, European Sociological Review, British Journal of Industrial Relations, and Social Forces. She has held various visiting positions, also at the Universityof Madison Wisconsin and Oxford University. She serves on the Advisory Editorial Board of the journal Social Problems and is a Fellow of the ARC Centre of Excellence for Children and Families over the Life Course.
Chapter 1: Introduction.- Chapter 2: The Market Research Process.- Chapter 3: Data.- Chapter 4: Getting Data.- Chapter 5: Descriptive Statistics.- Chapter 6: Hypothesis Testing.- Chapter 7: Regression Analysis.- Chapter 8: Factor Analysis.- Chapter 9: Cluster Analysis.- Chapter 10: Communicating the Results.
| Erscheinungsdatum | 30.11.2017 |
|---|---|
| Reihe/Serie | Springer Texts in Business and Economics |
| Zusatzinfo | 50 Illustrations, color; 162 Illustrations, black and white |
| Verlagsort | Singapore |
| Sprache | englisch |
| Maße | 155 x 235 mm |
| Themenwelt | Mathematik / Informatik ► Mathematik |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management | |
| Schlagworte | Analysis of Variance • causal research • cluster analysis • data collection • Data Management • descriptive research • descriptive statistics • exploratory research • Factor Analysis • hypothesis testing • Marketing • Marketing research • Market Research • market research methods • Quantitative Methods • Regression Analysis • Research design • Secondary data • social research design • Stata |
| ISBN-10 | 981-10-5217-4 / 9811052174 |
| ISBN-13 | 978-981-10-5217-0 / 9789811052170 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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