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
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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.
