Marketing Research with SPSS

Marketing Research with SPSS Wim JanssensKatrien WijnenPatrick De Pelsmacker             Patrick Van Kenhove In the past, there have been Marketing Research books and there have been SPSS guide books. This book combines the two, providing a step-by-step treatment of the major choices f [...]
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Marketing Research with SPSS Wim JanssensKatrien WijnenPatrick De Pelsmacker             Patrick Van Kenhove In the past, there have been Marketing Research books and there have been SPSS guide books. This book combines the two, providing a step-by-step treatment of the major choices facing marketing researchers when using SPSS. The authors offer a concise approach to analysing quantitative marketing research data in practice. Whether at undergraduate or graduate level, students are often required to analyse data, in methodology and marketing research courses, in a thesis, or in project work. Although they may have a basic understanding of how SPSS works, they may not understand the statistics behind the method. This book bridges the gap by offering a introduction to marketing research techniques, whilst simultaneously explaining how to use SPSS to apply them.   About the authors Wim Janssens is a researcher at the University of Antwerp, Belgium. Katrien Wijnen is a post-doctoral researcher at the University of Ghent, Belgium. Patrick De Pelsmacker is professor of marketing at the University of Antwerp, Belgium and part-time professor of marketing at Ghent University. Patrick Van Kenhove is professor of marketing at the University of Ghent, Belgium.