| dc.description.abstract | We’ve revised the third edition thoroughly. Some of the major changes compared
to the second edition are:
44The third edition comes in a new design template, which allowed us to
implement further pedagogical elements, such as excurses, tips, case
studies, and review questions. We also organized chapters in a more readerfriendly
way, with more sections to facilitate navigation.
44Learning market research vocabulary is essential for understanding the
topic. We therefore added a glossary in which we define each keyword.
Descriptions offer further information on selected topics.
44To facilitate learning, the third edition uses a single case study throughout
the book. This case deals with a customer survey of a fictitious company
called Oddjob Airways. All illustrations of statistical methods draw on
this one example. We also designed a separate website at http://www.
oddjobairways.com, which includes background information on the
company and videos for teaching and learning.
44We fully revised the sections on survey design, which now covers the latest
research on survey administration (e.g., smartphones and tablets), item
generation (e.g., item content and wording), and the properties of different
scale types.
44The third edition contains substantial new material to reflect the latest
research on each topic. There is additional content in the context of
regression analysis (e.g., model selection via information criteria), factor
analysis (e.g., further details on the similarities and differences between
principal component analysis and principal axis factoring), cluster analysis
(e.g., sample size recommendations), results communication (e.g., how to
present statistical data), and many more.
44All the examples have been updated and now use SPSS 25. All the material
reflects this new version of the program. | en_US |
