Basic marketing research : using Microsoft Excel data analysis

Basic marketing research : using Microsoft Excel data analysis

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 caree...

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Bibliographic Details
Main Authors: Burns, Alvin C. (Author), Bush, Ronald F. (Author)
Format: Book
Language:English
Published: Boston, Massachusetts ; Upper Saddle River, New Jersey : Prentice Hall , c2012
Edition:3rd ed
Subjects:
Microsoft Excel (Computer file)
Marketing research
Table of Contents:
  • 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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