Based on the needs of business, marketing and social science students, this book provides an accessible and easy-to-follow guide to survey data analysis. The book avoids the more usual statistics-driven perspective. Rather, it provides an intuitive feel for handling survey data by emphasising that data analysis is more about understanding the research objectives, what kinds of data have been collected, how quantitative data were generated by the process of measurement, how to create a data matrix and how to transform raw data before thinking about appropriate statistical calculations.
The author begins by considering what data are, the different kinds of data that surveys generate, and the tripartite format of all quantitative data. The processes of measurement and the errors that may arise are carefully explained. Coverage of the creation and analysis of a data matrix using SPSS is then provided. The author then reviews what kinds of statistical procedure are required for what kinds of data and for what purposes. 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 Analysis: A Guide to Market and Social Research provides numerous worked examples, end-of-chapter questions and points for further discussion to help reinforce concepts learnt. A data diskette containing the worked examples in SPSS is also provided in the back of the book.
Also available is a companion website with extra features to accompany the text, please take a look by clicking below -
http://www.palgrave.com/business/kent/index.asp

'I would certainly adopt this book as a primer for some social science research methods courses at undergraduate level and at masters level. The layout is good and I enjoyed reading it, especially the earlier sections.' - Dr Stephen Gorard, Cardiff University 'This is a splendid book...the text bridges the gap between rather general research methods books and sophisticated and advanced texts on data analysis/survey design. This is an enormous strength.' - Malcolm Williams, University of Plymouth '...this is a very comprehensive and well-written text which fulfils its stated objective of providing an introductory guide to statistical analysis.' - Dr Angus Laing, Aberdeen University 'A good well written text that is very readable.' - Ms Nia Love, Swansea Institute of Higher Education

About the Author
RAY KENT is Senior Lecturer in Marketing at University of Stirling. He has previously published textbooks on marketing and social research.

Reviews
'I would certainly adopt this book as a primer for some social science research methods courses at undergraduate level and at masters level. The layout is good and I enjoyed reading it, especially the earlier sections.' - Dr Stephen Gorard, Cardiff University 'This is a splendid book...the text bridges the gap between rather general research methods books and sophisticated and advanced texts on data analysis/survey design. This is an enormous strength.' - Malcolm Williams, University of Plymouth '...this is a very comprehensive and well-written text which fulfils its stated objective of providing an introductory guide to statistical analysis.' - Dr Angus Laing, Aberdeen University 'A good well written text that is very readable.' - Ms Nia Love, Swansea Institute of Higher Education



Book Information
ISBN 9780333763063
Author Raymond Kent
Format Paperback
Page Count 248
Imprint Red Globe Press
Publisher Bloomsbury Publishing PLC
Weight(grams) 467g