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Market Research

The Process, Data, and Methods Using Stata

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Springer

Pages: 416
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Recommend to library

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Hardcover - 9789811052170

13 November 2017

$109.99

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Ebook - 9789811052187

01 November 2017

$84.99

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This book is an easily accessible and comprehensive guide which helps make sound statistical decisions, perform analyses, and interpret the results quickly using Stata. It includes advanced coverage of ANOVA, factor, and...

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This book is an easily accessible and comprehensive guide which helps make sound statistical decisions, perform analyses, and interpret the results quickly using Stata. It includes advanced coverage of ANOVA, factor, and cluster analyses in Stata, as well as essential regression and descriptive statistics. It is aimed at those wishing to know more about the process, data management, and most commonly used methods in market research using Stata. 

The book offers readers an overview of the entire market research process from asking market research questions to collecting and analyzing data by means of quantitative methods. It is engaging, hands-on, and includes many practical examples, tips, and suggestions that help readers apply and interpret quantitative methods, such as regression, factor, and cluster analysis. These methods help researchers provide companies with useful insights.

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Allows readers to easily translate theory into practice, using tables that show exactly how to make statistical decisions and execute these in Stata

Provides a comprehensive overview of Stata's market research process

Includes step-by-step tutorials and case studies that illustrate how to make sound statistical decisions, perform analyses in Stata, and interpret the results

Includes advanced coverage of ANOVA, factor, and cluster analyses in Stata, as well as essential regression

Allows the reader to master advanced statistical techniques in Stata without becoming entangled in mathematical technicalities

Chapter 1: Introduction
Chapter 2: The Market Research Process
Chapter 3: Data
Chapter 4: Getting Data
Chapter 5: Descriptive Statistics
Chapter 6: Hypothesis Testing
Chapter 7: Regression Analysis
Chapter 8: Factor Analysis
Chapter 9: Cluster Analysis
Chapter 10: Communicating the Results.
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Erik Mooi is Senior Lecturer in Marketing at the University of Melbourne, Australia. He is also a fellow at the Centre for Business Analytics at Melbourne Business School. Erik’s research focuses on business marketing and includes topics such as technology licensing, franchising, IT purchasing, and outsourcing. He has published in the Journal of Marketing, the International Journal of Research in Marketing, the Journal of Business ResearchThe Internal Journal of Human Resource ManagementThe British Journal of Management, and others. Erik is a reviewer and/or editorial board member of several journals such as the Academy of Management Journal, Journal of Marketing...

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Erik Mooi is Senior Lecturer in Marketing at the University of Melbourne, Australia. He is also a fellow at the Centre for Business Analytics at Melbourne Business School. Erik’s research focuses on business marketing and includes topics such as technology licensing, franchising, IT purchasing, and outsourcing. He has published in the Journal of Marketing, the International Journal of Research in Marketing, the Journal of Business ResearchThe Internal Journal of Human Resource ManagementThe British Journal of Management, and others. Erik is a reviewer and/or editorial board member of several journals such as the Academy of Management Journal, Journal of Marketing Research, the European Journal of Marketing, and The British Journal of Management. He has taught market research and research methods to bachelor, master, and PhD students at the University of Melbourne, the VU University Amsterdam, Aston Business School, and EM Lyon for many years.

Marko Sarstedt is chaired professor of marketing at the Otto-von-Guericke-University Magdeburg, Germany, and Conjoint Professor at the Faculty of Business and Law at the University of Newcastle, Australia. He was previously an Assistant Professor of Quantitative Methods in Marketing and Management at the Ludwig-Maximilians-University Munich (Germany). His main research is in the application and advancement of structural equation modeling methods to further the understanding of consumer behavior and to improve marketing decision-making. His research has been published in journals such as Journal of Marketing Research, Journal of the Academy of Marketing ScienceOrganizational Research Methods<, MIS QuarterlyInternational Journal of Research in MarketingLong Range Planning, Journal of World Business, and Journal of Business Research. According to the Handelsblatt ranking, Sarstedt is among the top three young academic marketing researchers in Germany, Switzerland, and Austria. He regularly teaches doctoral seminars  on multivariate statistics, structural equation modeling, and measurement throughout the world.

Irma Mooi-Reci is Senior Lecturer at the School of Social and Political Sciences and Adjunct Senior Fellow of the Melbourne Institute of Applied Economic and Social Research at the University of Melbourne, Australia. Irma researches the socioeconomic implications of unemployment and unstable work within individual careers and across generations. She has published her work in various journals, including Human RelationsSocial Science ResearchEuropean Sociological ReviewBritish Journal of Industrial Relations, and Social Forces. She has held various visiting positions, also at the University of Madison Wisconsin and Oxford University. She serves on the Advisory Editorial Board of the journal Social Problems and is a Fellow of the ARC Centre of Excellence for Children and Families over the Life Course.

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