A Concise Guide to Market Research

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.