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Marketing Research with IBM® SPSS Statistics
A Practical Guide
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Marketing Research with IBM® SPSS Statistics
$10900
Unit price
/
Unavailable
Book Hero Magic created this recommendation. While it's new and still learning, it may not be perfect - your feedback is welcome! IS THIS YOUR NEXT READ?
This practical manual is ideal for professional marketers employing statistical analysis, as well as undergraduate and postgraduate students studying marketing research or research methodology. It also suits researchers from related disciplines such as psychology, finance, sociology, and management who use survey-based data.
In an accessible and step by step approach, the authors show readers which statistical procedures to use in which particular situation and how to practically execute them using IBM® SPSS Statistics.
Book Hero Magic formatted this description to make it easier to read. While it's new and
still learning, it may not be perfect - your
feedback is welcome!
Description
Marketing researchers, companies and business schools need to be able to use statistical procedures correctly and accurately interpret the outputs. Yet generally, these people are scared off by the statistics behind the different analysis procedures. As a result, they often rely on external sources to provide profound answers to the proposed research questions.
In an accessible and step-by-step approach, the authors show readers which procedures to use in particular situations and how to practically execute them using IBM® SPSS Statistics. IBM® is one of the largest statistical software providers worldwide, and their IBM® SPSS Statistics software offers a very user-friendly environment. The program uses a simple drag-and-drop menu interface, which is also suitable for non-experienced programmers. It is widely employed in companies, and many business schools also use this software package.
This straightforward, pragmatic reference manual will help professional marketers who use statistical procedures in IBM® SPSS Statistics, as well as undergraduate and postgraduate students where marketing research and research methodology are taught. It is also a valuable resource for all researchers analysing survey-based data in a wide range of fields, including psychology, finance, accountancy, negotiation, communication, sociology, criminology, management, and information systems.
IBM®'s next-generation business analytic solutions help organisations of all sizes make sense of information within the context of their business. You can uncover insights more quickly and easily from all types of data—even big data—and on multiple platforms and devices. With self-service and built-in expertise and intelligence, you have the freedom and confidence to make smarter decisions that better address your business imperatives.
Book Details
INFORMATION
ISBN: 9781472477453
Publisher: Taylor & Francis Ltd
Format: Paperback / softback
Date Published: 20 July 2016
Country: United Kingdom
Imprint: Routledge
Audience: Tertiary education, Professional and scholarly
DIMENSIONS
Width: 174.0mm
Height: 246.0mm
Weight: 480g
Pages: 250
About the Author
Karine Charry is Associate Professor at IESEG School of Management of the Catholic University of Lille, France. Her research focuses on consumer behaviour as well as persuasion mechanisms in marketing and health prevention communications. Kristof Coussement is Associate Professor of Marketing Analytics at IESEG School of Management (Lille|Paris, France). He teaches several marketing related courses, in which students are taught the theoretical principles of all aspects in marketing research. Nathalie Demoulin is Associate Professor of Marketing at IESEG School of Management (Lille|Paris, France), Catholic University of Lille. She teaches several courses related to marketing strategy. Nico Heuvinck is Assistant Professor of Marketing at IESEG School of Management (LilleParis, France). He teaches several marketing courses including 'Marketing Research', 'Strategic Marketing Research', 'Marketing Research Methodology - Experimental designs' and 'Neuromarketing'.
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