3rd Edition

A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics

by Erik Mooi,Marko Sarstedt

Publisher: Springer

Uncategorized

৳ 650.00

Book Features & Quality
Premium Paper: Off-white Karnaphuli paper, 80 GSM
Perfect Size: B5 (a little smaller than A4 but bigger than standard books)
High-Quality Print: Computer printed, sharp and clear fonts
Durable Binding: Forma binding, strong and long-lasting
Elegant Cover: Paperback, portable and attractive design
Comfortable Reading: Ideal for eye comfort

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Introduces quantitative market research in a clear, step-by-step way
Explains how to formulate strong research questions and objectives
Shows how to collect data using surveys and existing databases
Covers descriptive statistics to summarize and understand data
Explains inferential statistics such as hypothesis testing and ANOVA
Introduces regression analysis for understanding relationships
Covers multivariate methods like factor, cluster, and PCA
Demonstrates data analysis using IBM SPSS Statistics
Explains how to interpret statistical outputs correctly
Connects analysis results to real market and business decisions

Who Should Read This Book

Undergraduate business and marketing students
Graduate and MBA students studying market research
Market researchers and marketing analysts in industry
Consumer insight and strategy professionals
Academics using quantitative methods in social science
Policy researchers working with survey data
Beginners learning statistical analysis for research
Professionals who want a practical refresher in market research
Anyone interested in data-driven decision making

Key Strengths & Why It Matters

Provides a complete market research workflow in one book
Balances theory with hands-on, practical guidance
Explains statistics in an accessible, beginner-friendly way
Demonstrates real analysis using SPSS software
Covers both basic and advanced analytical techniques
Uses real-world case studies and examples
Includes exercises and learning summaries for practice
Supports academic study and professional application
Helps readers make reliable, evidence-based decisions

Title	A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics
Authors	Erik Mooi, Marko Sarstedt
Publisher	Springer
Edition	3rd
Number Of Pages	411

Marko Sarstedt and Erik Mooi are highly respected scholars in marketing research, business analytics, and quantitative data analysis. Their combined academic and practical experience helps students and professionals understand complex research methods with clarity and confidence.

Marko Sarstedt is internationally recognized for his expertise in market research, consumer behavior, and statistical analysis. He has published extensively in top-tier journals and is frequently ranked among the most influential researchers in the fields of marketing and business analytics. His strength lies in making advanced methodological concepts accessible and practical for real business decision-making.

Erik Mooi is a prominent researcher and educator specializing in data analytics, business research methods, and applied statistics. With strong experience teaching and consulting for organizations, he bridges the gap between academic theory and market reality. His approach focuses on helping readers understand how to gather data effectively and interpret it in a way that supports strategic growth and innovation.

Together, they offer a rich combination of academic rigor and practical insights. Their book, A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics, provides a comprehensive and user-friendly path to mastering market research. It guides readers step-by-step through research design, data collection, analysis, and interpretation — with a clear emphasis on applying methods using IBM SPSS Statistics.

This book is especially valuable for students, business professionals, and researchers who want to strengthen their analytical and decision-making skills to compete in today’s data-driven market. With Sarstedt and Mooi as expert guides, readers gain the knowledge and tools needed to confidently execute reliable and impactful market research.

Springer is one of the oldest and most prestigious academic publishers in the world, with roots dating back to 1842 when Julius Springer founded the original publishing house in Berlin.
Over many decades, Springer has grown into a global publishing giant. Today it operates internationally under Springer Nature, serving the research community around the world.

What Makes Springer Stand Out — Key Strengths & Achievements

Extensive Scholarly Output & Subject Breadth: Springer publishes a massive volume of scholarly works — including hundreds of thousands of books and thousands of peer-reviewed journals spanning science, technology, medicine (STM), social sciences, humanities, engineering and more.
Strong Global Reach & Accessibility: With offices and operations spanning continents (Europe, North America, Asia, etc.), Springer ensures its books and journals are accessible worldwide — both in print and digital formats.
Leadership in Digital & Online Publishing: Springer was among the early adopters of digital publishing. Through platforms like SpringerLink and other online services, researchers worldwide get fast access to e-books, articles, reference works and scientific data — making research more convenient and widely available.
Legacy of Academic Excellence & Historical Gravitas: Since the 19th century, Springer has published works by leading scientists and scholars. Its long history lends weight and credibility to its publications.
Commitment to Research Quality and Standards: Through rigorous peer-review, editorial integrity, and high academic standards, Springer ensures that its publications remain reliable, credible, and valuable to scholars, educators, and researchers worldwide.
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