A Concise Guide to Market Research - Mooi, Erik

. .

This book offers an easily accessible and comprehensive guide to the entire market research process, from asking market research questions to collecting and analyzing data by means of quantitative methods. It is intended for all readers who wish to know more about the market research process, data m

Résumé :
Compact, hands-on, and step-by-step introduction to quantitative market research techniques Discusses the theory of important quantitative techniques and links directly to their use in SPSS Includes a wide range of educational elements, such as learning objectives, keywords, self-assessment tests, and case studies...

Biographie:
Marko Sarstedt is chaired professor of Marketing at the Otto-von-Guericke-University Magdeburg (Germany). His main research is in the application and advancement of structural equation modeling methods to further the understanding of consumer behavior and to improve marketing decision-making. His research has been published in journals such as Journal of Marketing Research, Journal of the Academy of Marketing Science, Organizational Research Methods, MIS Quarterly, and International Journal of Research in Marketing. Marko has co-edited several special issues of leading journals and co-authored several widely adopted textbooks, including A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (together with Joe F. Hair, G. Tomas M. Hult, and Christian M. Ringle). Erik Mooi is senior lecturer at the University of Melbourne (Australia). His main interest is in business-to-business marketing and works on topics such as outsourcing, inter-firmcontracting, innovation, technology licensing, and franchising using advanced econometrics. His research has been published in journals such as Journal of Marketing, the Journal of Marketing Research, the International Journal of Research in Marketing, and the Journal of Business Research. He is also program director at the Centre for Workplace Leadership, a fellow at the EU centre for shared complex challenges, as well as a fellow at the Centre for Business Analytics at Melbourne Business School....

Sommaire:
Prof. Dr. Dr. h.c. Marko Sarstedt ist Professor f?r Marketing an der Ludwig-Maximilians-Universit?t M?nchen und au?erordentlicher Professor an der Babe?-Bolyai-Universit?t Cluj, Rum?nien. Der Fokus seiner Forschung liegt auf der Verbesserung multivariater Analysemethoden um Konsumentenverhalten besser zu verstehen. Seine Forschungsergebnisse wurden in international f?hrenden Fachzeitschriften, wie zum Beispiel Nature Human Behaviour, Journal of Marketing Research und MIS Quarterly ver?ffentlicht. Seine Ver?ffentlichungen z?hlen mit ?ber 100.000 Zitationen zu den am h?ufigsten zitierten Beitr?gen in den Sozialwissenschaften. Marko Sarstedt ist Mitglied der Clarivate Analytic's Highly Cited Researcher List. Im M?rz 2022 wurde ihm f?r seine Forschungsleistungen und international Zusammenarbeit die Ehrendoktorw?rde der Babe?-Bolyai-Universit?t verliehen....