Ringle).Įrik Mooi is senior lecturer at the University of Melbourne (Australia). Marko has co-edited several special issues of leading journals and co-authored several widely adopted textbooks, including “A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM)” (together with Joe F. His research has been published in journals such as Journal of Marketing Research, Journal of the Academy of Marketing Science, Organizational Research Methods, MIS Quarterly, and International Journal of Research in Marketing. 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. Marko Sarstedt is chaired professor of Marketing at the Otto-von-Guericke-University Magdeburg (Germany). A glossary that includes definitions of all the keywords and other descriptions of selected topics.Improved use of educational elements, such as learning objectives, keywords, self-assessment tests, case studies, and much more.New material on survey design and all data analysis methods to reflect the latest advances concerning each topic.A single case and dataset used throughout the book to facilitate learning.The new edition uses IBM SPSS version 25 and offers the following new features: Highly engaging and hands-on, the book includes many practical examples, tips, and suggestions that help readers apply and interpret the data analysis methods discussed. Hypothesis tests, ANOVA, regression analysis, principal component analysis, factor analysis, and cluster analysis, as well as essential descriptive statistics, are covered in detail. The book helps readers perform analyses, interpret the results, and make sound statistical decisions using IBM SPSS Statistics. It is intended for all readers who wish to know more about the market research process, data management, and the most commonly used methods in market research. This book offers an easily accessible and comprehensive guide to the entire market research process, from asking market research questions to collecting and analyzing data by means of quantitative methods.

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