Titlebook: Market Research; The Process, Data, a Erik Mooi,Marko Sarstedt,Irma Mooi-Reci Textbook 2018 Springer Nature Singapore Pte Ltd. 2018 market

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The Market Research Process,our market research. Identifying the “right” question is difficult, but we provide several strategies and suggestions to help you quickly identify and formulate a market research process. In addition, we provide a practical overview of the different types of research, including exploratory, descript

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Principal Component and Factor Analysis,f the different types of factor analytic procedures (exploratory factor analysis, confirmatory factor analysis, and structural equation modeling), we introduce the steps involved in a principal component analysis and a reliability analysis, offering guidelines for executing them in Stata. Specifical

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Cluster Analysis,teps and decisions involved. We discuss how to select appropriate clustering variables and subsequently introduce modern hierarchical and partitioning methods for cluster analysis, using simple examples to illustrate how they work. We also discuss the key measures of similarity and dissimilarity, an

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Communicating the Results,eport, provide guidelines on how to structure its core elements, and how you can communicate the research findings to your audience in terms of their characteristics and needs. We show you how to organize and simplify complex and dense information in an efficient and reader-friendly way. Using Stata

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