Marko Sarstedt - A Concise Guide to Market Research

This book is a bridge between the theory of conducting quantitative research and its execution, using the market research process as a framework. We discuss market research, starting off by identifying the research question, designing the data collection process, collecting, and describing data. We also introduce essential data analysis techniques and the basics of communicating the results, including a discussion on ethics. Each chapter on quantitative methods describes key theoretical choices and how these are executed in SPSS. Unlike most other books, we do not discuss theory or application, but link the two.

This is a book for non-technical readers! All chapters are written in an accessible and comprehensive way so that readers without a profound background in statistics can also understand the introduced data analysis methods. Each chapter on research methods includes examples to help the reader gain a hands-on feeling for the technique. Each chapter concludes with an illustrated case that demonstrates the application of a quantitative method.

To facilitate learning, we use a single case study throughout the book. This case deals with a customer survey of a fictitious company called Oddjob Airways (familiar to those who have seen the James Bond movie Goldfinger). We also provide additional end-of-chapter cases, including different datasets, thus allowing the readers to practice what they have learnt. Other pedagogical features, such as keywords, examples, and end-of-chapter 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 videos, further readings, and other websites. We also include a comprehensive Web Appendix with information on additional analysis techniques and datasets.

The book makes use of the Springer Nature More Media App ( http://www.springer.com/gp/marketing/springer-multimedia-app ), which allows you to scan an image tagged with the Play Button and stream videos directly to your mobile device. The App allows saving the documents on your device and keeps track of your 50 most recently accessed media. This unique merger of offline and online content offers readers a broad spectrum of additional and readily accessible information. You can download the Springer Nature More Media App from the Apple App Store or from Google Play.

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