Title:	Market Research
Authors:	Erik Mooi Marko Sarstedt Irma Mooi-Reci
Keywords:	Market Research
Issue Date:	2018
Publisher:	Springer
Description:	This book is about being able to supply such insights. It is a valuable skill for which there are abundant jobs. Forbes (2015b) shows that IBM, Cisco, and Oracle alone have more than 25,000 unfilled data analysis positions. Davenport and Patil (2012) label data scientist as the sexiest job of the twenty-first century. This book introduces market research, using commonly used quantitative techniques such as regression analysis, factor analysis, and cluster analysis. These statistical methods have generated findings that have significantly shaped the way we see the world today. Unlike most market research books, which use SPSS (we’ve been there!), this book uses Stata. Stata is a very popular statistical software package and has many advanced options that are otherwise difficult to access. It allows users to run statistical analyses by means of menus and directly typed commands called syntax. This syntax is very useful if you want to repeat analyses or find that you have made a mistake. Stata has matured into a user-friendly environment for statistical analysis, offering a wide range of features. If you search for market(ing) research books on Google or Amazon, you will find that there is no shortage of such books. However, this book differs in many important ways: – This book is a bridge between the theory of conducting quantitative research and its execution, using the market research process as a framework. We discuss market research, starting off by identifying the research question, designing the data collection process, collecting, and describing data. We also introduce essential data analysis techniques and the basics of communicating the results, including a discussion on ethics. Each chapter on quantitative methods describes key theoretical choices and how these are executed in Stata.
URI:	http://10.6.20.12:80/handle/123456789/55582
ISBN:	978-981-10-5218-7
Appears in Collections:	Population Studies

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