Market Research

Erik Mooi is Senior Lecturer in Marketing at the University of Melbourne, Australia. He is also a fellow at the Centre for Business Analytics at Melbourne Business School. Erik’s research focuses on business marketing and includes topics such as technology licensing, franchising, IT purchasing, and outsourcing. He has published in the Journal of Marketing, the International Journal of Research in Marketing, the Journal of Business Research, The Internal Journal of Human Resource Management, The British Journal of Management, and others. Erik is a reviewer and/or editorial board member of several journals such as the Academy of Management Journal, Journal of Marketing Research, the European Journal of Marketing, and The British Journal of Management. He has taught market research and research methods to bachelor, master, and PhD students at the University of Melbourne, theVU University Amsterdam, Aston Business School, and EM Lyon for many years.Marko Sarstedt is chaired professor of marketing at the Otto-von-Guericke-University Magdeburg, Germany, and Conjoint Professor at the Faculty of Business and Law at the University of Newcastle, Australia. He was previously an Assistant Professor of Quantitative Methods in Marketing and Management at the Ludwig-Maximilians-University Munich (Germany). His main research is in the application and advancement of structural equation modeling methods to further the understanding of consumer behavior and to improve marketing decision-making. His research has been published in journals such as Journal of Marketing Research, Journal of the Academy of Marketing Science, Organizational Research Methods

“The book is accompanied by a well-maintained web page … . Overall, the book is a one-stop shop for market researchers. Sufficient background information … add up to a good choice for entering the world of applied market research. Hence, the book can be recommended to students making their first steps in applied market research, particularly when they work with Stata. Likewise, course instructors ... will like the text and the resources that come with it.” (Hauke A. Wetzel, Economic Record, Vol. 96 (313), June, 2020)

• Chapter 1: Introduction.- Chapter 2: The Market Research Process.- Chapter 3: Data.- Chapter 4: Getting Data.- Chapter 5: Descriptive Statistics.- Chapter 6: Hypothesis Testing.- Chapter 7: Regression Analysis.- Chapter 8: Factor Analysis.- Chapter 9: Cluster Analysis.- Chapter 10: Communicating the Results.