The guide provides a compact, step-by-step introduction to the entire market research process, with a heavy emphasis on quantitative analysis using IBM SPSS Statistics . It is structured around the standard research workflow:
: Identifying research questions and designing the data collection process . A Concise Guide to Market Research
: Detailed chapters on ANOVA, regression analysis, factor analysis, and cluster analysis . The guide provides a compact, step-by-step introduction to
: Guidance on collecting, describing, and cleaning data, including assessing validity and reliability . The guide provides a compact