Basic Marketing Research

Basic Marketing Research : Using Microsoft Excel Data Analysis: International Edition

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Description

For undergraduate Marketing Research courses. Best-selling authors Burns and Bush are proud to introduce Basic Marketing Research, the first textbook to utitlize EXCEL as a data analysis tool. Each copy includes XL Data Analyst (R), a user-friendly Excel add-in for data analysis. This book is also a first in that it's a streamlined paperback with an orientation that leans more toward how to use marketing research information to make decisions vs. how to be a provider of marketing research information.show more

Product details

  • Mixed media product | 544 pages
  • 204 x 254 x 20mm | 980g
  • Pearson Education (US)
  • Pearson
  • United States
  • English
  • 0131296132
  • 9780131296138

Table of contents

(NOTE: Each chapter concludes with the following sections: Summary, Key Terms, Review Questions, Application Questions, Cases, and a Chapter Appendix.) 1. Introducing Marketing Research. 2. Understanding the Marketing Research Industry. 3. Steps in the Marketing Research Process Including Defining the Problem and Research Objectives. 4. Research Design. 5. Accessing Secondary Data and Online Information Databases. 6. Standardized Information Sources. STANDARDIZED INFORMATION SOURCES 7. Deciding on Your Survey Data Collection Method. 8. Using Measurement Scales in Your Survey. 9. Designing Your Questionnaire. 10. Determining Sample Size and the Sampling Method. 11. Collecting Data and Summarizing What You Found in Your Sample. 12. Generalizing Your Sample Findings to the Population. 13. Comparing to Find Differences in Your Data. 14. Determining Relationships Among Your Variables. 15. Preparing and Presenting the Research Results.show more

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