This breviary likewise addresses students as well as practitioners that are active in quantitative market research and applied statistics and data analysis in particular. It provides a pragmatic summary of all the most commonly implemented statistical methods and their implementation in the standard software package SPSS.
Aside from an overview over the different methods, their practical use and support in interpreting the results the breviary provides a decision support sheet for finding the most suitable method to solve specific problems. It is completed by a set of video tutorials demonstrating the different methods in practical applications.
The breviary supports practitioners in market research as a comprehensive reference book as well as students in their data analyses during term papers of theses.
About the author
Prof. Dr. Jens K. Perret holds the professorship for Economics and Statistics at the International School of Management (ISM) in Cologne, at whose campi around Germany he is actively teaching. In the last one and a half decades he additionally has been actively teaching in Germany and the European abroad. For many years he has been a researcher at the European Institute for International Economic Relations (EIIW).
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