A Concise Guide to Market Research The Process, Data, and Methods Us
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 m
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Marko Sarstedt Erik Mooi
A Concise Guide to Market Research The Process, Data, and Methods Using IBM SPSS Statistics Third Edition
Marko Sarstedt Faculty of Economics and Management Otto-von-Guericke- University Magdeburg Magdeburg Germany
Erik Mooi Department of Management and Marketing The University of Melbourne Parkville Australia
Electronic supplementary material The online version of this book contains supplementary material that is available to authorized users. You can also download the “Springer Nature More Media App” from the iOS or Android App Store to stream the videos and scan the image containing the “Play button”. ISSN 2192-4333 ISSN 2192-4341 (electronic) Springer Texts in Business and Economics ISBN 978-3-662-56706-7 ISBN 978-3-662-56707-4 (ebook) https://doi.org/10.1007/978-3-662-56707-4 Library of Congress Control Number: 2018940160 © Springer-Verlag GmbH Germany, part of Springer Nature 2011, 2014, 2019 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Printed on acid-free paper This Springer imprint is published by the registered company Springer-Verlag GmbH, DE part of Springer Nature. The registered company address is: Heidelberger Platz 3, 14197 Berlin, Germany
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To Alexandra, Charlotte, Maximilian, and Johannes – Marko Sarstedt – To Irma – Erik Mooi –
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