A Concise Guide to Market Research

Today I am reviewing an amazing book: A Concise Guide to Market Research written by Marko Sarstedt and Erik Mooi, published by Springer.
There are dozens of market research techniques, the authors does a great job of explaining them in clear and direct language. Showing which ones to use when, and how to use them to generate the strongest, most useful insights possible. That, after all, is the point of market research.Anyone who is thinking about how to best utilize market research should read this book; and keep it handy when then considering their next research project. It is concise (and best of all actionable) and will help anyone seeking to leverage customer insight determine how to structure the research. While Anne provides an overview of research techniques and how to use them, the core of the book and its most valuable point is the strategic framework she outlines early on (see page 3).

The strategic framework outlined and explained in this book will help anyone from marketing managers to research specialists get better results. Any businessperson who is responsible for understanding consumers, customers, prospects….should be thinking about the questions Anne outlines and incorporating her insights to help make their research efforts more effective and more useful.

I highly recommend this book to anyone involved in market research efforts.
  • Compact, hands-on and step-by-step introduction to quantitative market research techniques
  • Presents the most important techniques and shows how to translate theoretical choices into SPSS and how to analyze the output
  • Case study at the end of each chapter
  • Innovative supplementary online concept, including mobile tags, sample datasets and additional cases
This accessible, practice-oriented and compact text provides a hands-on introduction to the principles of market research. Using the market research process as a framework, the authors explain how to collect and describe the necessary data and present the most important and frequently used quantitative analysis techniques, such as ANOVA, regression analysis, factor analysis, and cluster analysis. An explanation is provided of the theoretical choices a market researcher has to make with regard to each technique, as well as how these are translated into actions in IBM SPSS Statistics. This includes a discussion of what the outputs mean and how they should be interpreted from a market research perspective. Each chapter concludes with a case study that illustrates the process based on real-world data. A comprehensive web appendix includes additional analysis techniques, datasets, video files and case studies. Several mobile tags in the text allow readers to quickly browse related web content using a mobile device.

Content Level » Upper undergraduate

Keywords » Market Research – Marketing – Marketing Research – SPSS – Statistics

Related subjects » Business, Economics & Finance – Business & Management for Professionals – Marketing