Marketing Research with SPSS - Softcover

Über die Autorin bzw. den Autor

Jérôme de Lavenère Lussan is the founder and managing director of Laven Partners – and investment management consultant whose specialism is operational due diligence on investment companies. Laven Partners has recently won the ‘Best Regulatory Advisory Firm 2009’, awarded by Hedge Fund Manager magazine. Jérôme trained as a lawyer and worked at Jones Day before running a hedge fund: this has given him the detailed understanding of how an investment management business works. Jérôme has taught on courses for Financial Times Knowledge and Euromoney. He also participates in in-house training for FT journalists, known as ‘FT Business Masterclass’. He’s frequently interviewed for market comments and recently appeared on Bloomberg TV.

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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.