Marketing Research with SPSS - Softcover

Über die Autorin bzw. den Autor

Charlotte y Peter Fiell son dos autoridades en historia, teoría y crítica del diseño y han escrito más de sesenta libros sobre la materia, muchos de los cuales se han convertido en éxitos de ventas. También han impartido conferencias y cursos como profesores invitados, han comisariado exposiciones y asesorado a fabricantes, museos, salas de subastas y grandes coleccionistas privados de todo el mundo. Los Fiell han escrito numerosos libros para TASCHEN, entre los que se incluyen 1000 Chairs, Diseño del siglo XX, El diseño industrial de la A a la Z, Scandinavian Design y Diseño del siglo XXI.

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Marketing Research with SPSS

Wim Janssens

Katrien Wijnen

Patrick 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.