Marketing Research with IBM® SPSS Statistics

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.

Klappentext Marketing researchers, companies and business schools need to be able to use statistical procedures correctly and accurately interpret the outputs. 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[registered] SPSS Statistics. Zusammenfassung Marketing researchers, companies and business schools need to be able to use statistical procedures correctly and accurately interpret the outputs. 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[registered] SPSS Statistics.

Autorentext

Karine Charry is Professor of Marketing at the Catholic University of Louvain-Mons (Belgium). Her research focuses on consumer behaviour - and namely children as consumers - as well as persuasion mechanisms in marketing and health prevention communications.

Kristof Coussement is Full Professor of Marketing Analytics, Academic Director of the MSc in Big Data Analytics for Business, and Co-director of the research centre for marketing analytics at IÉSEG School of Management (LEM-CNRS) of the Catholic University of Lille in France. Dr Coussement teaches several marketing-related courses including 'Strategic Marketing Research', 'Customer Relationship Management' and 'Database Marketing', **in which students are taught the theoretical principles of all aspects of marketing research, operational and analytical CRM and the methodological foundations of predictive marketing modelling.

Nathalie Demoulin is Associate Professor of Marketing at IÉSEG School of Management (Lille|Paris, France), Catholic University of Lille. She teaches several courses related to marketing strategy such as 'Marketing strategy and Company Observation', 'Retail Marketing Strategy' and 'Markstrat: A Marketing Strategy Simulation'.

Nico Heuvinck is Assistant Professor of Marketing at IÉSEG School of Management (Lille|Paris, France). He teaches several marketing courses including 'Marketing Research', 'Strategic Marketing Research', 'Marketing Research Methodology - Experimental Designs' and 'Neuromarketing'.

Inhalt

Foreword

Preface

Getting started with IBM SPSS statistics

Descriptive analysis

Exploratory factor analysis

Cluster analysis

Hypothesis testing

Correlations

Regression analysis

Moderation and mediation analysis

Index