To Market Research — A Concise Guide

: Guidance on collecting, describing, and cleaning data, including assessing validity and reliability .

: Practical tips for interpreting SPSS output and presenting findings to stakeholders . Key Features for Students & Professionals A Concise Guide to Market Research

The guide provides a compact, step-by-step introduction to the entire market research process, with a heavy emphasis on quantitative analysis using IBM SPSS Statistics . It is structured around the standard research workflow: : Guidance on collecting, describing, and cleaning data,

: Identifying research questions and designing the data collection process . : Guidance on collecting

(3rd Edition, 2018) by Erik Mooi, Marko Sarstedt, and Mooi Erik is a practice-oriented textbook designed to bridge the gap between theoretical market research and its practical application . Book Overview