A Concise Guide to Market Research Using Spss
A Concise Guide to Market Research
.
Erik Mooi
l
Marko Sarstedt
A Concise Guide to Market Research
The Process, Data, and Methods Using IBM SPSS Statistics
Prof. Erik Mooi VU University Amsterdam Marketing Department De Boelelaan 1105 1081 HV Amsterdam Netherlands emooi@feweb.vu.nl
Prof. Marko Sarstedt Ludwig-Maximilians-University Institute for Market-based Management Kaulbachstr. 45 80539 Munich Germany sarstedt@bwl.lmu.de
ISBN 978-3-642-12540-9 e-ISBN 978-3-642-12541-6 DOI 10.1007/978-3-642-12541-6 Springer Heidelberg Dordrecht London New York
# Springer-Verlag Berlin Heidelberg 2011 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer. Violations are liable to prosecution under the German Copyright Law. The use of general descriptive names, registered names, trademarks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. Cover design: WMXDesign GmbH, Heidelberg, Germany Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com)
To Irma and Alexandra
.
Preface
Charmin is a 70-year-old brand of toilet paper that made Procter & Gamble the undisputed leader in the US toilet paper market. In Germany, however, Charmin was unknown to consumers, something Procter & Gamble decided to change in the early 2000s. Acknowledging that European consumers have different needs and wants than their US
.
Erik Mooi
l
Marko Sarstedt
A Concise Guide to Market Research
The Process, Data, and Methods Using IBM SPSS Statistics
Prof. Erik Mooi VU University Amsterdam Marketing Department De Boelelaan 1105 1081 HV Amsterdam Netherlands emooi@feweb.vu.nl
Prof. Marko Sarstedt Ludwig-Maximilians-University Institute for Market-based Management Kaulbachstr. 45 80539 Munich Germany sarstedt@bwl.lmu.de
ISBN 978-3-642-12540-9 e-ISBN 978-3-642-12541-6 DOI 10.1007/978-3-642-12541-6 Springer Heidelberg Dordrecht London New York
# Springer-Verlag Berlin Heidelberg 2011 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer. Violations are liable to prosecution under the German Copyright Law. The use of general descriptive names, registered names, trademarks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. Cover design: WMXDesign GmbH, Heidelberg, Germany Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com)
To Irma and Alexandra
.
Preface
Charmin is a 70-year-old brand of toilet paper that made Procter & Gamble the undisputed leader in the US toilet paper market. In Germany, however, Charmin was unknown to consumers, something Procter & Gamble decided to change in the early 2000s. Acknowledging that European consumers have different needs and wants than their US