Description
Taylor & Francis Marketing Research With Ibm® Spss Statistics A Practical Guide 2Nd Edition by Karine Charry and Kristof Coussement and Nathalie Demoulin and Nico Heuvinck
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 (R) SPSS Statistics. IBM (R) is one of the largest statistical software providers world-wide and their IBM (R) 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 (R) 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...