Data Construction and Data Analysis for Survey Research

This book provides an accessible and easy-to-follow guide to survey data analysis for marketing and social science students. Avoiding the more usual statistics-driven perspective, it provides an intuitive feel for handling survey data by emphasising that data analysis is more about understanding the research objectives and understanding what kinds of data have been collected and how. The book concludes by giving a review of strategies for coping with all the kinds of practical problems that arise in survey research. Reader-friendly throughout, Data Construction and Data Analysis for Survey Research provides numerous worked examples, end-of-chapter questions and points for further discussion to help reinforce concepts learnt. A companion website will feature teaching support material for lecturers as well as worked examples in SPSS.