Market Research: The Process, Data, and Methods Using Stata

TLDR: This book introduces market research, using commonly used quantitative techniques such as regression analysis, factor analysis, and cluster analysis using Stata, a very popular statistical software package that allows users to run statistical analyses by means of menus and directly typed commands called syntax.

Abstract: This book introduces market research, using commonly used quantitative techniques such as regression analysis, factor analysis, and cluster analysis. These statistical methods have generated findings that have significantly shaped the way we see the world today. Unlike most market research books, which use SPSS (we’ve been there!), this book uses Stata. Stata is a very popular statistical software package and has many advanced options that are otherwise difficult to access. It allows users to run statistical analyses by means of menus and directly typed commands called syntax. This syntax is very useful if you want to repeat analyses or find that you have made a mistake. Stata has matured into a user-friendly environment for statistical analysis, offering a wide range of features.