A concise guide to market research: the process, data, and methods using IBM SPSS statistics
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| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Berlin [u.a.]
Springer
2011
|
| Subjects: | |
| Online Access: | Inhaltstext Inhaltsverzeichnis |
| Physical Description: | XX, 307 S. Ill., graph. Darst. |
| ISBN: | 9783642125409 9783642125416 |
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Record in the Search Index
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IMAGE 1
CONTENTS
1 INTRODUCTION TO MARKET RESEARCH 1
INTRODUCTION 1
WHAT IS MARKET AND MARKETING RESEARCH? 2
WHEN SHOULD MARKET RESEARCH (NOT) BE CONDUCTED? 4
WHO PROVIDES MARKET RESEARCH? 5
QUESTIONS 7
FURTHER READINGS 8
REFERENCES 8
2 THE MARKET RESEARCH PROCESS 11
INTRODUCTION 11
IDENTIFY AND FORMULATE THE PROBLEM 12
DETERMINE THE RESEARCH DESIGN 13
EXPLORATORY RESEARCH 13
USES OF EXPLORATORY RESEARCH 14
DESCRIPTIVE RESEARCH 15
USES OF DESCRIPTIVE RESEARCH 16
CAUSAL RESEARCH 16
USES OF CAUSAL RESEARCH 19
DESIGN THE SAMPLE AND METHOD OF DATA COLLECTION 20
COLLECT THE DATA 20
ANALYZE THE DATA 20
INTERPRET, DISCUSS, AND PRESENT THE FINDINGS 21
FOLLOW-UP 21
QUALITATIVE AND QUANTITATIVE RESEARCH 21
QUESTIONS 22
FURTHER READINGS 22
REFERENCES 23
BIBLIOGRAFISCHE INFORMATIONEN HTTP://D-NB.INFO/1000911756
DIGITALISIERT DURCH
IMAGE 2
XIV CONTENTS
3 DATA 25
INTRODUCTION 25
TYPES OF DATA 26
PRIMARY AND SECONDARY DATA 29
QUANTITATIVE AND QUALITATIVE DATA 30
UNIT OF ANALYSIS 31
DEPENDENCE OF OBSERVATIONS 31
DEPENDENT AND INDEPENDENT VARIABLES 32
MEASUREMENT SCALING 32
RELIABILITY AND VALIDITY 34
POPULATION AND SAMPLING 37
PROBABILITY SAMPLING 39
NON-PROBABILITY SAMPLING 40
SAMPLE SIZES 41
QUESTIONS 42
FURTHER READINGS 43
REFERENCES 44
4 GETTING DATA 45
INTRODUCTION 45
SECONDARY DATA 46
INTERNAL SECONDARY DATA 46
EXTERNAL SECONDARY DATA 48
ACCESSING SECONDARY DATA 50
PRIMARY DATA 52
COLLECTING QUANTITATIVE DATA: DESIGNING QUESTIONNAIRES 52 COLLECTING
QUANTITATIVE DATA: BASIC EXPERIMENTAL RESEARCH 67 COLLECTING QUALITATIVE
DATA: BASIC QUALITATIVE RESEARCH 69 QUESTIONS 73
FURTHER READINGS 74
REFERENCES 74
5 DESCRIPTIVE STATISTICS 77
THE WORKFLOW OF DATA 77
CREATE STRUCTURE 78
ENTER DATA 80
CLEAN DATA 80
DESCRIBE DATA 83
UNIVARIATE GRAPHS/CHARTS/TABLES 83
UNIVARIATE STATISTICS 85
BIVARIATE GRAPHS/TABLES 87
BIVARIATE STATISTICS 87
DETECT OUTLIERS 88
TRANSFORM DATA 89
IMAGE 3
CONTENTS XV
CREATE A CODEBOOK 91
INTRODUCTION TO SPSS 92
FINDING YOUR WAY IN SPSS 92
CREATING UNIVARIATE GRAPHS, CHARTS, AND TABLES IN SPSS 102 CALCULATING
UNIVARIATE DESCRIPTIVE STATISTICS IN SPSS 106 CREATING BIVARIATE GRAPHS
AND TABLES IN SPSS 107
CALCULATING BIVARIATE DESCRIPTIVE STATISTICS IN SPSS 109 CASE STUDY 109
QUESTIONS I LL
FURTHER READINGS I LL
REFERENCES 112
6 HYPOTHESIS TESTING & ANOVA 113
INTRODUCTION 114
UNDERSTANDING HYPOTHESIS TESTING 114
TESTING HYPOTHESES ABOUT ONE MEAN 117
FORMULATE THE HYPOTHESIS 117
SELECT AN APPROPRIATE TEST AND CHECK ASSUMPTIONS 119 CHOOSE THE
SIGNIFICANCE LEVEL 121
CALCULATE THE TEST STATISTIC 124
COMPARE THE TEST STATISTIC (P-VALUE) WITH THE CRITICAL VALUE
(SIGNIFICANCE LEVEL) 127
INTERPRET THE RESULTS 131
COMPARING TWO MEANS: TWO-SAMPLES T-TEST 131
TWO INDEPENDENT SAMPLES 131
TWO PAIRED SAMPLES 134
COMPARING MORE THAN TWO MEANS: ANALYSIS OF VARIANCE ANOVA 136
UNDERSTANDING ONE-WAY ANOVA 137
GOING BEYOND ONE-WAY ANOVA: THE TWO-WAY ANOVA 146 EXAMPLE 149
CASE STUDY 158
QUESTIONS 159
FURTHER READINGS 159
REFERENCES 160
7 REGRESSION ANALYSIS 161
INTRODUCTION 161
UNDERSTANDING REGRESSION ANALYSIS 162
CONDUCTING A REGRESSION ANALYSIS 165
CONSIDER DATA REQUIREMENTS FOR REGRESSION ANALYSIS 165 SPECIFY AND
ESTIMATE THE REGRESSION MODEL 167
TEST THE ASSUMPTIONS OF REGRESSION ANALYSIS 170
INTERPRET THE REGRESSION MODEL 177
IMAGE 4
XVI CONTENTS
OVERALL MODEL FIT 178
EFFECTS OF INDIVIDUAL VARIABLES 181
VALIDATE THE REGRESSION MODEL 182
USE THE REGRESSION MODEL 185
EXAMPLE 186
CASE STUDY 197
QUESTIONS 199
FURTHER READINGS 200
REFERENCES 200
8 FACTOR ANALYSIS 201
INTRODUCTION 202
UNDERSTANDING PRINCIPAL COMPONENTS ANALYSIS 202
CONDUCTING A PRINCIPAL COMPONENTS ANALYSIS 206
CHECK ASSUMPTIONS AND CARRY OUT PRELIMINARY ANALYSES 206 EXTRACT THE
FACTORS 208
DETERMINE THE NUMBER OF FACTORS 212
INTERPRET THE FACTOR SOLUTION 213
EVALUATE THE GOODNESS-OF-FIT OF THE FACTOR SOLUTION 216 CONFIRMATORY
FACTOR ANALYSIS AND RELIABILITY ANALYSIS 218 STRUCTURAL EQUATION
MODELING 221
EXAMPLE: PRINCIPAL COMPONENTS ANALYSIS AND RELIABILITY ANALYSIS . 223
CASE STUDY 233
QUESTIONS 235
FURTHER READINGS 235
REFERENCES 236
9 CLUSTER ANALYSIS 237
INTRODUCTION 237
UNDERSTANDING CLUSTER ANALYSIS 238
CONDUCTING A CLUSTER ANALYSIS 240
DECIDE ON THE CLUSTERING VARIABLES 240
DECIDE ON THE CLUSTERING PROCEDURE 243
VALIDATE AND INTERPRET THE CLUSTER SOLUTION 260
EXAMPLE 265
CASE STUDY 281
QUESTIONS 282
FURTHER READINGS 283
REFERENCES 284
10 COMMUNICATING THE RESULTS 285
INTRODUCTION 286
IDENTIFY THE AUDIENCE 287
STRUCTURE THE WRITTEN REPORT 288
IMAGE 5
CONTENTS XVII
TITLE PAGE 288
EXECUTIVE SUMMARY 288
TABLE OF CONTENTS 289
INTRODUCTION 289
METHODOLOGY 290
RESULTS 291
CONCLUSION AND RECOMMENDATIONS 293
LIMITATIONS 294
APPENDIX 295
GUIDELINES FOR WRITTEN REPORTS 295
GUIDELINES FOR ORAL PRESENTATIONS 296
STRUCTURE THE ORAL PRESENTATION 296
PROVIDE VISUAL AIDS 298
FOLLOW-UP 298
ETHICS IN RESEARCH REPORTS 299
QUESTIONS 300
FURTHER READINGS 301
REFERENCES 301
INDEX 303 |
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| discipline | Informatik Mathematik Wirtschaftswissenschaften |
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| spelling | Mooi, Erik Verfasser aut A concise guide to market research the process, data, and methods using IBM SPSS statistics Erik Mooi ; Marko Sarstedt Berlin [u.a.] Springer 2011 XX, 307 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier SPSS (DE-588)4056588-9 gnd rswk-swf Marktforschung (DE-588)4037630-8 gnd rswk-swf Statistik (DE-588)4056995-0 gnd rswk-swf Marktforschung (DE-588)4037630-8 s Statistik (DE-588)4056995-0 s SPSS (DE-588)4056588-9 s b DE-604 Sarstedt, Marko 1979- Verfasser (DE-588)136486576 aut text/html http://deposit.dnb.de/cgi-bin/dokserv?id=3442334&prov=M&dok_var=1&dok_ext=htm Inhaltstext DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020661324&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Mooi, Erik Sarstedt, Marko 1979- A concise guide to market research the process, data, and methods using IBM SPSS statistics SPSS (DE-588)4056588-9 gnd Marktforschung (DE-588)4037630-8 gnd Statistik (DE-588)4056995-0 gnd |
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| title | A concise guide to market research the process, data, and methods using IBM SPSS statistics |
| title_auth | A concise guide to market research the process, data, and methods using IBM SPSS statistics |
| title_exact_search | A concise guide to market research the process, data, and methods using IBM SPSS statistics |
| title_full | A concise guide to market research the process, data, and methods using IBM SPSS statistics Erik Mooi ; Marko Sarstedt |
| title_fullStr | A concise guide to market research the process, data, and methods using IBM SPSS statistics Erik Mooi ; Marko Sarstedt |
| title_full_unstemmed | A concise guide to market research the process, data, and methods using IBM SPSS statistics Erik Mooi ; Marko Sarstedt |
| title_short | A concise guide to market research |
| title_sort | a concise guide to market research the process data and methods using ibm spss statistics |
| title_sub | the process, data, and methods using IBM SPSS statistics |
| topic | SPSS (DE-588)4056588-9 gnd Marktforschung (DE-588)4037630-8 gnd Statistik (DE-588)4056995-0 gnd |
| topic_facet | SPSS Marktforschung Statistik |
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