Description
Book SynopsisMarketing 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: professi
Table of ContentsForeword
Preface
Getting started with IBM SPSS statistics
Descriptive analysis
Exploratory factor analysis
Cluster analysis
Hypothesis testing
Correlations
Regression analysis
Moderation and mediation analysis
Index
