Springer Texts in Business and Economics (STBE) provides high-quality instructional content for undergraduates and graduates in business, management science, and economics. The series includes self-contained books suitable for classroom use and individual study, authored by experts in their fields. The books offer solid methodological backgrounds, often with problems and exercises. "A Concise Guide to Market Research: The Process, Data, and Methods" is a third edition book by Marko Sarstedt and Erik Mooi. It introduces market research using quantitative techniques like regression analysis, factor analysis, and cluster analysis. The book is designed for non-technical readers, with accessible language and practical examples. It uses a single case study involving a fictional company, Oddjob Airways, to illustrate concepts. Each chapter includes examples, case studies, and exercises, along with a comprehensive web appendix and additional resources. The book covers the market research process, data collection, descriptive statistics, hypothesis testing, regression analysis, factor analysis, cluster analysis, and results communication. It emphasizes the importance of data in the digital economy and the growing demand for data analysis skills. The book also includes a glossary, index, and references to further reading. The authors are Marko Sarstedt, a professor at Otto-von-Guericke-University Magdeburg, and Erik Mooi, a senior lecturer at the University of Melbourne. They have received support from Springer and other academic colleagues. The book is accompanied by a website with additional resources, including a case study on Oddjob Airways and teaching materials. The third edition includes new content, updated examples using SPSS 25, and a more reader-friendly structure. It also includes pedagogical elements such as excurses, tips, and review questions. The book is accompanied by a Springer Nature More Media App, allowing access to videos and supplementary material. The authors also maintain a Facebook page for discussions and ideas on market research.Springer Texts in Business and Economics (STBE) provides high-quality instructional content for undergraduates and graduates in business, management science, and economics. The series includes self-contained books suitable for classroom use and individual study, authored by experts in their fields. The books offer solid methodological backgrounds, often with problems and exercises. "A Concise Guide to Market Research: The Process, Data, and Methods" is a third edition book by Marko Sarstedt and Erik Mooi. It introduces market research using quantitative techniques like regression analysis, factor analysis, and cluster analysis. The book is designed for non-technical readers, with accessible language and practical examples. It uses a single case study involving a fictional company, Oddjob Airways, to illustrate concepts. Each chapter includes examples, case studies, and exercises, along with a comprehensive web appendix and additional resources. The book covers the market research process, data collection, descriptive statistics, hypothesis testing, regression analysis, factor analysis, cluster analysis, and results communication. It emphasizes the importance of data in the digital economy and the growing demand for data analysis skills. The book also includes a glossary, index, and references to further reading. The authors are Marko Sarstedt, a professor at Otto-von-Guericke-University Magdeburg, and Erik Mooi, a senior lecturer at the University of Melbourne. They have received support from Springer and other academic colleagues. The book is accompanied by a website with additional resources, including a case study on Oddjob Airways and teaching materials. The third edition includes new content, updated examples using SPSS 25, and a more reader-friendly structure. It also includes pedagogical elements such as excurses, tips, and review questions. The book is accompanied by a Springer Nature More Media App, allowing access to videos and supplementary material. The authors also maintain a Facebook page for discussions and ideas on market research.