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Marketing Research with IBM (R) SPSS Statistics: A Practical Guide

Karine Charry Kristof Coussement Nathalie Demoulin Nico Heuvinck



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20 July 2016
Market research; Mathematical & statistical software
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 systems, etc. IBM (R)'s next-generation business analytic solutions help organizations of all sizes make sense of information in the context of their business. You can uncover insights more quickly and easily from all types of data-even big data-and on multiple platforms and devices. And, with self-service and built-in expertise and intelligence, you have the freedom and confidence to make smarter decisions that better address your business imperatives.
By:   Karine Charry, Kristof Coussement, Nathalie Demoulin, Nico Heuvinck
Imprint:   Routledge
Country of Publication:   United Kingdom
Edition:   2nd New edition
Dimensions:   Height: 246mm,  Width: 174mm,  Spine: 15mm
Weight:   454g
ISBN:   9781472477453
ISBN 10:   1472477456
Pages:   250
Publication Date:   20 July 2016
Audience:   College/higher education ,  Professional and scholarly ,  Further / Higher Education ,  Undergraduate
Format:   Paperback
Publisher's Status:   Active
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

Karine Charry is Associate Professor at IESEG School of Management of the Catholic University of Lille, France. Her research focuses on consumer behaviour as well as persuasion mechanisms in marketing and health prevention communications. Kristof Coussement is Associate Professor of Marketing Analytics at IESEG School of Management (Lille|Paris, France). He teaches several marketing related courses, in which students are taught the theoretical principles of all aspects in marketing research. Nathalie Demoulin is Associate Professor of Marketing at IESEG School of Management (Lille|Paris, France), Catholic University of Lille. She teaches several courses related to marketing strategy. Nico Heuvinck is Assistant Professor of Marketing at IESEG School of Management (LilleParis, France). He teaches several marketing courses including 'Marketing Research', 'Strategic Marketing Research', 'Marketing Research Methodology - Experimental designs' and 'Neuromarketing'.

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