Marketing Research With IBM SPSS Statistics ─ A Practical Guide

Marketing researchers, companies and business schools need to be able to use statistical procedures correctly and accurately interpret the outputs, yet generally these people are scared off by the statistics behind the different analyses procedures, thus they often rely on external sources to come up with profound answers to the proposed research questions. In an accessible and step by step approach, the authors show readers which procedures to use in which particular situation and how to practically execute them using IBM® SPSS Statistics. IBM® is one of the largest statistical software providers world-wide and their IBM® SPSS Statistics software offers a very user-friendly environment. The program uses a simple drag-and-drop menu interface, which is also suitable for non-experienced programmers. It is widely employed in companies and many business schools also use this software package. This straightforward, pragmatic reference manual will help: • Professional marketers who use statistical procedures in in IBM® SPSS Statistics • Undergraduate and postgraduate students where marketing research and research methodology are taught; • All researchers analyzing survey-based data in a wide range of frontier domains like psychology, finance, accountancy, negotiation, communication, sociology, criminology, management, information systems, etc. IBM®'s next-generation business analytic solutions help organizations of all sizes make sense of information in the context of their business. You can uncover insights more quickly and easily from all types of data-even big data-and on multiple platforms and devices. And, with self-service and built-in expertise and intelligence, you have the freedom and confidence to make smarter decisions that better address your business imperatives.

Kristof Coussement is Associate Professor of Marketing Analytics at IA?SEG School of Management (Lille|Paris, France). He teaches several marketing related courses including a€?Strategic Marketing Researcha€?, a€?Customer Relationship Managementa€? and a€?Database Marketinga€? in which students are taught the theoretical principles of all aspects in marketing research, operational and analytical CRM and the methodological foundations of predictive marketing modelling. Karine Charry is Associate Professor at IA?SEG School of Management of the Catholic University of Lille, France. Her research focuses on consumer behaviour -and namely children as consumers- as well as persuasion mechanisms in marketing and health prevention communications. Nathalie Demoulin is Associate Professor of Marketing at IA?SEG School of Management (Lille|Paris, France), Catholic University of Lille. She teaches several courses related to marketing strategy such as a€?Marketing strategy and Company Observation a€?, a€?Retail Marketing Strategya€? and a€?Markstrat: a Marketing Strategy Simulationa€?. Nico Heuvinck is Assistant Professor of Marketing at IA?SEG School of Management (LilleParis, France). He teaches several marketing courses including a€?Marketing Researcha€?, a€?Strategic Marketing Researcha€?, a€?Marketing Research Methodology - Experimental designsa€? and a€?Neuromarketinga€?.