Market Research - Mooi, Erik;Sarstedt, Marko;Mooi-Reci, Irma
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This book is an easily accessible and comprehensive guide which helps make sound statistical decisions, perform analyses, and interpret the results quickly using Stata. It includes advanced coverage of ANOVA, factor, and cluster analyses in Stata, as well as essential regression and descriptive statistics. It is aimed at those wishing to know more about the process, data management, and most commonly used methods in market research using Stata.
The book offers readers an overview of the entire market research process from asking market research questions to collecting and analyzing data by…mehr

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Produktbeschreibung
This book is an easily accessible and comprehensive guide which helps make sound statistical decisions, perform analyses, and interpret the results quickly using Stata. It includes advanced coverage of ANOVA, factor, and cluster analyses in Stata, as well as essential regression and descriptive statistics. It is aimed at those wishing to know more about the process, data management, and most commonly used methods in market research using Stata.

The book offers readers an overview of the entire market research process from asking market research questions to collecting and analyzing data by means of quantitative methods. It is engaging, hands-on, and includes many practical examples, tips, and suggestions that help readers apply and interpret quantitative methods, such as regression, factor, and cluster analysis. These methods help researchers provide companies with useful insights.

Autorenporträt
Marko Sarstedt is a Professor of Marketing at the Otto-von-Guericke-University Magdeburg (Germany) and Adjunct Professor at the University of Newcastle (Australia). He holds lectures on market research and multivariate data analysis around the world and his research has been published in top-tier journals such as Journal of the Academy of Marketing Science, International Journal of Research in Marketing, MIS Quarterly, Long Range Planning and Journal of World Business. Erik Mooi is a Senior Lecturer of Marketing at the University of Melbourne (Australia) and Aston Business School (United Kingdom). He teaches on various topics including statistical methods and market research to graduate students, PhD students and executives. His research has appeared in journals such as the Journal of Marketing and The International Journal of Research in Marketing.
Rezensionen
"The book is accompanied by a well-maintained web page ... . Overall, the book is a one-stop shop for market researchers. Sufficient background information ... add up to a good choice for entering the world of applied market research. Hence, the book can be recommended to students making their first steps in applied market research, particularly when they work with Stata. Likewise, course instructors ... will like the text and the resources that come with it." (Hauke A. Wetzel, Economic Record, Vol. 96 (313), June, 2020)