Basic marketing research : using microsoft excel data analysis /
Burns, Alvin C.
Basic marketing research : using microsoft excel data analysis / Alvin C. Burns, Ronald F. Bush - 3rd ed. - Boston : Prentice Hall, c2012 - xxii, 391 p. : col. ill. ; 26 cm.
Includes bibliographical references and index
An introduction to marketing research -- The marketing research industry -- The marketing research process including defining the problem and research objectives -- Research design alternatives and qualitative research -- Information types & sources: secondary data & standardized information -- Data collection methods -- Measurement scales -- Designing data collection forms -- Determining sample size and the sample plan -- Data issues and inputting data into XL data analyst -- Summarizing your data -- Generalizing your findings -- Finding differences -- Determining relationships -- Preparing & presenting your research report
9780135078228 (pbk. : alk. paper) 0135078229 (pbk. : alk. paper)
Microsoft Excel (Computer file)
Marketing research
Basic marketing research : using microsoft excel data analysis / Alvin C. Burns, Ronald F. Bush - 3rd ed. - Boston : Prentice Hall, c2012 - xxii, 391 p. : col. ill. ; 26 cm.
Includes bibliographical references and index
An introduction to marketing research -- The marketing research industry -- The marketing research process including defining the problem and research objectives -- Research design alternatives and qualitative research -- Information types & sources: secondary data & standardized information -- Data collection methods -- Measurement scales -- Designing data collection forms -- Determining sample size and the sample plan -- Data issues and inputting data into XL data analyst -- Summarizing your data -- Generalizing your findings -- Finding differences -- Determining relationships -- Preparing & presenting your research report
9780135078228 (pbk. : alk. paper) 0135078229 (pbk. : alk. paper)
Microsoft Excel (Computer file)
Marketing research