**Springer Texts in Business and Economics (STBE)** is a series of high-quality instructional books designed for undergraduate and graduate students in business, management science, and economics. The series covers a broad range of topics and is suitable for both classroom use and self-study. All texts are authored by established experts and include methodological backgrounds, problems, and exercises. **A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics** is the third edition of a book that bridges the gap between theoretical and practical aspects of market research. Authored by Marko Sarstedt and Erik Mooi, the book introduces quantitative techniques such as regression analysis, factor analysis, and cluster analysis, using IBM SPSS Statistics. Key features include: - **Bridge Between Theory and Practice**: The book links theoretical concepts with practical execution, focusing on the market research process. - **Accessible to Non-Technical Readers**: Each chapter is written in an accessible manner, with examples and case studies to help readers understand the methods. - **Single Case Study**: A consistent case study of a fictional company, Oddjob Airways, throughout the book to illustrate applications. - **Supplementary Materials**: Includes videos, additional readings, and a comprehensive Web Appendix with extra analysis techniques and datasets. - **Instructor Resources**: Detailed PowerPoint slides for educators are available on the companion website. The book emphasizes the importance of data-driven marketing and the value of insights derived from market research, making it a valuable resource for both students and professionals.**Springer Texts in Business and Economics (STBE)** is a series of high-quality instructional books designed for undergraduate and graduate students in business, management science, and economics. The series covers a broad range of topics and is suitable for both classroom use and self-study. All texts are authored by established experts and include methodological backgrounds, problems, and exercises. **A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics** is the third edition of a book that bridges the gap between theoretical and practical aspects of market research. Authored by Marko Sarstedt and Erik Mooi, the book introduces quantitative techniques such as regression analysis, factor analysis, and cluster analysis, using IBM SPSS Statistics. Key features include: - **Bridge Between Theory and Practice**: The book links theoretical concepts with practical execution, focusing on the market research process. - **Accessible to Non-Technical Readers**: Each chapter is written in an accessible manner, with examples and case studies to help readers understand the methods. - **Single Case Study**: A consistent case study of a fictional company, Oddjob Airways, throughout the book to illustrate applications. - **Supplementary Materials**: Includes videos, additional readings, and a comprehensive Web Appendix with extra analysis techniques and datasets. - **Instructor Resources**: Detailed PowerPoint slides for educators are available on the companion website. The book emphasizes the importance of data-driven marketing and the value of insights derived from market research, making it a valuable resource for both students and professionals.