It is strictly application-oriented, requires little knowledge of mathematics and statistics, demonstrates the procedures with numerical examples and illustrates each method via a case study solved with IBM's statistical software package SPSS. For the 2nd edition, all chapters were checked and calculated using the current version of IBM SPSS. In 2015, this book was honored by the Federal Association of German Market and Social Researchers as "the textbook that has shaped market research and practice in German-speaking countries".