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IBM SPSS Statistics 第三版：市场研究指南：过程、数据和方法

English | PDF,EPUB | 2018 (2019 Edition) | 407 Pages | ISBN : 3662567067 | 42.23 MB

This book offers an easily accessible and comprehensive guide to the entire market research process, from asking market research questions to collecting and analyzing data by means of quantitative methods. It is intended for all readers who wish to know more about the market research process, data management, and the most commonly used methods in market research. The book helps readers perform analyses, interpret the results, and make sound statistical decisions using IBM SPSS Statistics. Hypothesis tests, ANOVA, regression analysis, principal component analysis, factor analysis, and cluster analysis, as well as essential descriptive statistics, are covered in detail. Highly engaging and hands-on, the book includes many practical examples, tips, and suggestions that help readers apply and interpret the data analysis methods discussed.

The new edition uses IBM SPSS version 25 and offers the following new features A single case and dataset used throughout the book to facilitate learning New material on survey design and all data analysis methods to reflect the latest advances concerning each topic Improved use of educational elements, such as learning objectives, keywords, self-assessment tests, case studies, and much more A glossary that includes definitions of all the keywords and other descriptions of selected topics Links to additional material and videos via the Springer Multimedia App.


这本书提供了一个易于获取和全面的市场研究全过程指南，从提出市场研究问题到通过定量方法收集和分析数据。它旨在为所有希望了解市场研究过程、数据分析管理和市场研究中最常用的方法感兴趣的读者服务。 本书使用IBM SPSS Statistics帮助读者进行分析、解释结果并做出明智的统计决策。书中详细介绍了假设检验、ANOVA、回归分析、主成分分析、因子分析以及聚类分析，以及必不可少的描述性统计方法。本书非常生动且具有实践性，包含了许多实际案例、提示和建议，以帮助读者应用和理解讨论的数据分析方法。 新版本使用IBM SPSS 25版本，并提供以下新功能：全书始终使用一个案例和数据集以便学习关于调查设计的新材料以及所有数据分析方法，反映每个主题最新的进展。改进了教育元素的使用，如学习目标、关键词、自我评估测试、案例研究等。还包含一个词典，包括所有关键词和其他选定主题的描述。通过Springer多媒体应用程序提供了与额外材料和视频相关的链接。
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