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 analyses procedures, thus they often rely on external sources to come up with profound answers to the proposed research questions. In an accessible and step by step approach, the authors show readers which procedures to use in which particular situation and how to practically execute them using IBM® SPSS Statistics. IBM® is one of the largest statistical software providers world-wide 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 in IBM® SPSS Statistics; undergraduate and postgraduate students where marketing research and research methodology are taught; all researchers analyzing survey-based data in a wide range of frontier domains like psychology, finance, accountancy, negotiation, communication, sociology, criminology, management, information systems, etc. IBM®'s next-generation business analytic solutions help organizations of all sizes make sense of information in 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. And, 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.

4.2. Non-Hierarchical K-Means Clustering -- Managerial Problem and Dataset Description -- Data Analysis -- Interpretation -- 4.3. Profiling Clusters -- Managerial Recommendations -- Further Reading -- Chapter 5 Hypothesis Testing -- Objectives -- Fundamentals -- 5.1. Parametric Tests -- 5.1.1. One-Sample T Test -- Managerial Problem -- Translation of the Managerial Problem into Statistical Notions -- Hypotheses -- Dataset Description -- Data Analysis -- Interpretation -- Managerial Recommendations -- 5.1.2. Independent-Samples T Test -- Managerial Problem.

This accessible, practice-oriented and compact text provides a hands-on introduction to the principles of market research. Using the market research process as a framework, the authors explain how to collect and describe the necessary data and present the most important and frequently used quantitative analysis techniques, such as ANOVA, regression analysis, factor analysis, and cluster analysis. An explanation is provided of the theoretical choices a market researcher has to make with regard to each technique, as well as how these are translated into actions in IBM SPSS Statistics. This includes a discussion of what the outputs mean and how they should be interpreted from a market research perspective. Each chapter concludes with a case study that illustrates the process based on real-world data. A comprehensive web appendix includes additional analysis techniques, datasets, video files and case studies. Several mobile tags in the text allow readers to quickly browse related web content using a mobile device.

This accessible, practice-oriented and compact text provides a hands-on introduction to market research. Using the market research process as a framework, it explains how to collect and describe data and presents the most important and frequently used quantitative analysis techniques, such as ANOVA, regression analysis, factor analysis and cluster analysis. The book describes the theoretical choices a market researcher has to make with regard to each technique, discusses how these are converted into actions in IBM SPSS version 22 and how to interpret the output. Each chapter concludes with a case study that illustrates the process using real-world data. A comprehensive Web appendix includes additional analysis techniques, datasets, video files and case studies. Tags in the text allow readers to quickly access Web content with their mobile device. The new edition features: Stronger emphasis on the gathering and analysis of secondary data (e.g., internet and social networking data) New material on data description (e.g., outlier detection and missing value analysis) Improved use of educational elements such as learning objectives, keywords, self-assessment tests, case studies, and much more Streamlined and simplified coverage of the data analysis techniques with more rules-of-thumb Uses IBM SPSS version 22

Marketing Analytics provides guidelines in the application of statistics using IBM SPSS Statistics Software (SPSS) for students and professionals using quantitative methods in marketing and consumer behavior. With simple language and a practical, screenshot-led approach, the book presents 11 multivariate techniques and the steps required to perform analysis. Each chapter contains a brief description of the technique, followed by the possible marketing research applications. One of these applications is then used in detail to illustrate its applicability in a research context, including the needed SPSS commands and illustrations. Each chapter also includes practical exercises that require the readers to perform the technique and interpret the results, equipping students with the necessary skills to apply statistics by means of SPSS in marketing and consumer research. Finally, there is a list of articles employing the technique that can be used for further reading. This textbook provides introductory material for advanced undergraduate and postgraduate students studying marketing and consumer analytics, teaching methods along with practical software-applied training using SPSS. Support material includes two real data sets to illustrate the techniques’ applications and PowerPoint slides providing a step-by-step guide to the analysis and commented outcomes. Professionals are invited to use the book to select and use the appropriate analytics for their specific context.

This is a textbook for introductory courses in quantitative research methods across the social sciences. It offers a detailed explanation of introductory statistical techniques and presents an overview of the contexts in which they should be applied.

This text combines simplicity and clarity of presentation with a comprehensive treatment of the use of SPSS19 for the analysis and interpretation of data. As in earlier editions, coverage has been extended to address the issues raised by readers since the previous edition.

Designed to help students analyze and interpret research data using IBM SPSS, this user-friendly book, written in easy-to-understand language, shows readers how to choose the appropriate statistic based on the design, and to interpret outputs appropriately. The authors prepare readers for all of the steps in the research process: design, entering and checking data, testing assumptions, assessing reliability and validity, computing descriptive and inferential parametric and nonparametric statistics, and writing about outputs. Dialog windows and SPSS syntax, along with the output, are provided. Three realistic data sets, available on the Internet, are used to solve the chapter problems. The new edition features: Updated to IBM SPSS version 20 but the book can also be used with older and newer versions of SPSS. A new chapter (7) including an introduction to Cronbach’s alpha and factor analysis. Updated Web Resources with PowerPoint slides, additional activities/suggestions, and the answers to even-numbered interpretation questions for the instructors, and chapter study guides and outlines and extra SPSS problems for the students. The web resource is located www.routledge.com/9781848729827 . Students, instructors, and individual purchasers can access the data files to accompany the book at www.routledge.com/9781848729827 . IBM SPSS for Introductory Statistics, Fifth Edition provides helpful teaching tools: All of the key IBM SPSS windows needed to perform the analyses. Complete outputs with call-out boxes to highlight key points. Flowcharts and tables to help select appropriate statistics and interpret effect sizes. Interpretation sections and questions help students better understand and interpret the output. Assignments organized the way students proceed when they conduct a research project. Examples of how to write about outputs and make tables in APA format. Helpful appendices on how to get started with SPSS and write research questions. An ideal supplement for courses in either statistics, research methods, or any course in which SPSS is used, such as in departments of psychology, education, and other social and health sciences. This book is also appreciated by researchers interested in using SPSS for their data analysis.