This guide provides a compact, hands-on, and step-by-step introduction to quantitative market research techniques. It presents the most important techniques and demonstrates how to translate theoretical choices into SPSS for output analysis. This resource also offers a case study at the end of each chapter and an innovative supplementary online concept, including mobile tags, sample datasets, and additional cases. Authored by Erik Mooi and Marko Sarstedt, this material serves as an invaluable resource for researchers and students alike.
Key Features
- Quantitative Techniques: Focuses on the practical application of quantitative methods in market research.
- SPSS Integration: Shows how to use SPSS software to analyze market research data effectively.
- Case Studies: Provides real-world examples at the end of each chapter to reinforce learning.
- Supplementary Online Resources: Offers additional materials such as mobile tags, sample datasets, and cases to enhance understanding.
About the Authors
Erik Mooi
Erik Mooi is affiliated with the Marketing Department at VU University Amsterdam in the Netherlands. His expertise lies in quantitative marketing and market research methodologies.
Marko Sarstedt
Marko Sarstedt is associated with the Institute for Market-based Management at Ludwig-Maximilians-University in Munich, Germany. Sarstedt is renowned for his contributions to structural equation modeling and multivariate statistics in marketing.
Why This Guide is Essential
This guide is an essential resource for anyone involved in market research, whether academic or professional. Its clear and concise approach, combined with practical examples and supplementary materials, makes it an ideal tool for mastering market research techniques. With a focus on translating theory into practice, this guide equips readers with the skills needed to conduct effective market research and analyze data using SPSS.
Accessing the Guide
The guide is available for purchase as an eBook, and institutional subscriptions are also available. Additionally, supplementary material can be found at sn.pub/extras.
Conclusion
“A Concise Guide to Market Research” by Erik Mooi and Marko Sarstedt offers a practical and comprehensive overview of market research techniques. Its step-by-step approach, combined with real-world examples and supplementary resources, makes it an invaluable tool for students and professionals seeking to enhance their market research skills. Whether you are a novice or an experienced researcher, this guide provides the knowledge and tools needed to conduct effective market research and gain actionable insights.
