Marketing Research with SPSS, 1st edition

Published by FT Publishing International (22 February 2010) © 2011

  • Patrick De Pelsmacker University of Antwerp
  • Patrick Van Kenhove University of Ghent
  • Stephen P. Robbins San Diego State University
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Title overview

Suitable for undergraduate students studying Marketing Research.

Marketing Research provides a step-by-step treatment of the major choices facing Marketing researchers when using SPSS. Although they may have an understanding of how SPSS works, they may not understand the statistics behind the method. This book bridges the gap. 

A top author team offer a concise approach to analysing quantitative marketing research data in pracice.   

Table of contents

  • Preface
  • 1. Working with SPSS
  • 2. Descriptive statistics
  • 3. Univariate tests
  • 4. Analysis of variance
  • 5. Linear regression analysis
  • 6. Logistic regression analysis
  • 7. Exploratory factor analysis
  • 8. Confirmatory factor analysis and path analysis using SEM
  • 9. Cluster analysis
  • 10. Multidimensional scaling techniques
  • 11. Conjoint analysis
  • Index

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