1st Edition
Marketing Research with IBM® SPSS Statistics A Practical Guide
Foreword
Preface
Getting started with IBM SPSS statistics
Descriptive analysis
Exploratory factor analysis
Cluster analysis
Hypothesis testing
Correlations
Regression analysis
Moderation and mediation analysis
Index
Biography
Karine Charry is Professor of Marketing at the Catholic University of Louvain-Mons (Belgium). Her research focuses on consumer behaviour – and namely children as consumers – as well as persuasion mechanisms in marketing and health prevention communications.
Kristof Coussement is Full Professor of Marketing Analytics, Academic Director of the MSc in Big Data Analytics for Business, and Co-director of the research centre for marketing analytics at IÉSEG School of Management (LEM-CNRS) of the Catholic University of Lille in France. Dr Coussement teaches several marketing-related courses including ‘Strategic Marketing Research’, ‘Customer Relationship Management’ and ‘Database Marketing’, in which students are taught the theoretical principles of all aspects of marketing research, operational and analytical CRM and the methodological foundations of predictive marketing modelling.
Nathalie Demoulin is Associate Professor of Marketing at IÉSEG School of Management (Lille|Paris, France), Catholic University of Lille. She teaches several courses related to marketing strategy such as 'Marketing strategy and Company Observation', 'Retail Marketing Strategy' and 'Markstrat: A Marketing Strategy Simulation'.
Nico Heuvinck is Assistant Professor of Marketing at IÉSEG School of Management (Lille|Paris, France). He teaches several marketing courses including 'Marketing Research', 'Strategic Marketing Research', 'Marketing Research Methodology – Experimental Designs' and 'Neuromarketing'.
