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Mooi & Sarstedt 2011
Erik Mooi and Marko Sarstedt
A Concise Guide to Market Research: The process, data and methods using IBM SPSS Statisitics
(Springer-Verlag, 2011)
. is a new book I've only just received, but it's very practice- and skill-oriented.
[Initial comments: 1 Aug 2011]
The nice thing about this book is that it starts with the research or action problem and then goes for the stats. Too many books do it the other way round, and sometimes never mention the research problem in the first place.
Refers to some interesting case studies and details a lot of practical and mundane data collection and analysis methods not normally covered in social research texts, including flow-digarms and decision trees. Very techno-savvy and has links to many useful sites which are "mobile tagged" for scanning direct from the page by mobile phone ( a publishing first?). Uses drop-down menus, not syntax, but if you go to the website and mouse over Chapters the appendices for chapters 5 - 9 have attachments at the end of each page (ch 5 has a short section on syntax) and a bit more detailed "how to" description as well as all syntax files of the analyses carried out in the book. There are plenty of SPSS (gray-scale) screenshots and output examples of charts and tables, with fully worked analyses starting from an equation, substituting actual data and reaching a conclusion. One of the few books to cover cluster analysis and the only one to cover oral presentation of results. I'll post detailed comments when I've had a chance to work through the book.
[Publisher's blurb]
"This accessible, practice-oriented and compact text provides a hands-on introduction to the principles of market research. 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. 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. This includes a discussion of what the outputs mean and how they should be interpreted from a market research perspective. Each chapter concludes with a case study that illustrates the process based on real-world data. A comprehensive web appendix includes additional analysis techniques, datasets, video files and case studies. Several mobile tags in the text allow readers to quickly browse related web content using a mobile device."
Tobias Schütz (Professor for Marketing and Customer Science, ESB Business
School, Reutlingen University) published a review of the book in the International Journal of Market Research (Volume 53, Issue 4, p. 563-564). You can download the review here.
A Concise Guide to Market Research: The process, data and methods using IBM SPSS Statisitics
(Springer-Verlag, 2011)
. is a new book I've only just received, but it's very practice- and skill-oriented.
[Initial comments: 1 Aug 2011]
The nice thing about this book is that it starts with the research or action problem and then goes for the stats. Too many books do it the other way round, and sometimes never mention the research problem in the first place.
Refers to some interesting case studies and details a lot of practical and mundane data collection and analysis methods not normally covered in social research texts, including flow-digarms and decision trees. Very techno-savvy and has links to many useful sites which are "mobile tagged" for scanning direct from the page by mobile phone ( a publishing first?). Uses drop-down menus, not syntax, but if you go to the website and mouse over Chapters the appendices for chapters 5 - 9 have attachments at the end of each page (ch 5 has a short section on syntax) and a bit more detailed "how to" description as well as all syntax files of the analyses carried out in the book. There are plenty of SPSS (gray-scale) screenshots and output examples of charts and tables, with fully worked analyses starting from an equation, substituting actual data and reaching a conclusion. One of the few books to cover cluster analysis and the only one to cover oral presentation of results. I'll post detailed comments when I've had a chance to work through the book.
[Publisher's blurb]
"This accessible, practice-oriented and compact text provides a hands-on introduction to the principles of market research. 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. 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. This includes a discussion of what the outputs mean and how they should be interpreted from a market research perspective. Each chapter concludes with a case study that illustrates the process based on real-world data. A comprehensive web appendix includes additional analysis techniques, datasets, video files and case studies. Several mobile tags in the text allow readers to quickly browse related web content using a mobile device."
Tobias Schütz (Professor for Marketing and Customer Science, ESB Business
School, Reutlingen University) published a review of the book in the International Journal of Market Research (Volume 53, Issue 4, p. 563-564). You can download the review here.
