Marketing Research with IBM® SPSS Statistics

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.