![]() He has also served as a consultant for several companies in the Netherlands such as Air France-KLM. He has taught Market Research to bachelor, master, and PhD students for several years for the VU University Amsterdam, Aston Business School in the Uk, and EM Lyon in France. ![]() Several mobile tags in the text allow readers to quickly browse related web content using a mobile device.Įrik Mooi is an Assistant Professor at the VU University Amsterdam, the Netherlands, and lectures at Aston Business School in the Uk. A comprehensive web appendix includes additional analysis techniques, datasets, video files and case studies. Each chapter concludes with a case study that illustrates the process based on real-world data. This includes a discussion of what the outputs mean and how they should be interpreted from a market research perspective. An explanation is provided of the theoretical choices a market researcher has to make with regard to each technique, as well as how these are translated into actions in IBM SPSS Statistics. Using the market research process as a framework, the authors explain how to collect and describe the necessary data and present the most important and frequently used quantitative analysis techniques, such as ANOVA, regression analysis, factor analysis, and cluster analysis. This accessible, practice-oriented and compact text provides a hands-on introduction to the principles of market research.
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