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A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics

A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics
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  A Concise Guide to Market Research  .  Erik Mooi  l Marko Sarstedt A Concise Guideto Market Research The Process, Data, and MethodsUsing IBM SPSS Statistics  Prof. Erik MooiVU University AmsterdamMarketing DepartmentDe Boelelaan 11051081 HV Marko SarstedtLudwig-Maximilians-UniversityInstitute for Market-based ManagementKaulbachstr. 4580539 MunichGermanysarstedt@bwl.lmu.deISBN 978-3-642-12540-9 e-ISBN 978-3-642-12541-6DOI 10.1007/978-3-642-12541-6Springer Heidelberg Dordrecht London New York #  Springer-Verlag Berlin Heidelberg 2011This work is subject to copyright. All rights are reserved, whether the whole or part of the material isconcerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting,reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publicationor parts thereof is permitted only under the provisions of the German Copyright Law of September 9,1965, in its current version, and permission for use must always be obtained from Springer. Violationsare liable to prosecution under the German Copyright Law.Theuseofgeneraldescriptivenames,registerednames,trademarks,etc.inthispublicationdoesnotimply,even in the absence of a specific statement, that such names are exempt from the relevant protectivelaws and regulations and therefore free for general use. Cover design:  WMXDesign GmbH, Heidelberg, GermanyPrinted on acid-free paper Springer is part of Springer Science+Business Media (
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