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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 marketingresearch data in pracice.

Marketing Research with SPSS

• Marketing Research with SPSS


• Contents


• Preface


• Statistical analyses for marketing research: when and how to use them


• Descriptive statistics


• Univariate statistics


• Multivariate statistics


• Working with SPSS


• Chapter objectives


• General


• Data input


• Data editing


• Further reading


• Descriptive statistics


• Chapter objectives


• Introduction


• Frequency tables and graphs


• Multiple response tables


• Mean and dispersion


• Further reading


• Univariate tests


• Chapter objectives


• General


• One sample


• Two dependent samples


• Two independent samples


• K independent samples


• K dependent samples


• Further reading


• Analysis of variance


• Chapter objectives


• Technique


• Example 1: Analysis of variance as a test of difference or one-way ANOVA


• Example 2: Analysis of variance with a covariate (ANCOVA)


• Example 3: Analysis of variance for a complete 2 × 2 × 2 factorial design


• Example 4: Multivariate analysis of variance (MANOVA)


• Example 5: Analysis of variance with repeated measures


• Example 6: Analysis of variance with repeated measures and between-subjects factor


• Further reading


• Endnote


• Linear regression analysis


• Chapter objectives


• Technique


• Example 1: A cross-section analysis


• Example 2: The ?Stepwise? method, in addition to the ?Enter? method


• Example 3: The presence of a nominal variable in the regression model


• Further reading


• Endnotes


• Logistic regression analysis


• Chapter objectives