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110623s2012 mau eng |
| 020 |
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|a 0135078229 (paperback : alk. paper)
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| 020 |
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|a 9780135078228 (paperback : alk. paper)
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| 050 |
0 |
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|a HF5415.2
|b .B87 2012
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| 090 |
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|a HF5415.2
|b .B87 2012
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| 100 |
1 |
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|a Burns, Alvin C. ,
|e author
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| 245 |
1 |
0 |
|a Basic marketing research :
|b using Microsoft Excel data analysis
|c Alvin C. Burns, Ronald F. Bush
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| 250 |
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|a 3rd ed
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| 260 |
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|a Boston, Massachusetts ;
|a Upper Saddle River, New Jersey :
|b Prentice Hall ,
|c c2012
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| 300 |
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|a xxii, 391 p. :
|b col. ill. ;
|c 26 cm.
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| 504 |
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|a Includes bibliographical references and index
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| 505 |
0 |
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|a 1. An introduction to marketing research -- 2. The marketing research industry -- 3. The marketing research process including defining the problem and research objectives -- 4. Research design alternatives and qualitative research -- 5. Information types & sources: secondary data & standardized information -- 6. Data collection methods -- 7. Measurement scales -- 8. Designing data collection forms -- 9. Determining sample size and the sample plan -- 10. Data issues and inputting data into XL data analyst -- 11. Summarizing your data -- 12. Generalizing your findings -- Finding differences -- 13. Determining relationships -- 14. Preparing & presenting your research report
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| 520 |
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|a For undergraduate Marketing Research courses. Basic Marketing Research usesExcela add-in software for data analysis, an integrated case, and experiential learning exercises to present a concise introduction to fundamentals of market research, offering resources students can use in their future careers
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| 630 |
0 |
0 |
|a Microsoft Excel (Computer file)
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| 650 |
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0 |
|a Marketing research
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| 700 |
1 |
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|a Bush, Ronald F. ,
|e author
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| 999 |
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|a 1000141896
|b Book
|c OPEN SHELF (30 DAYS)
|e Gong Badak Campus
|