Basic marketing research : using microsoft excel data analysis / Alvin C. Burns, Ronald F. Bush
Material type:
TextPublication details: Boston : Prentice Hall, c2012Edition: 3rd edDescription: xxii, 391 p. : col. ill. ; 26 cmISBN: - 9780135078228 (pbk. : alk. paper)
- 0135078229 (pbk. : alk. paper)
| Item type | Current library | Call number | Copy number | Status | Notes | Date due | Barcode | |
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Open Shelf
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UMPLIB PEKAN | HF5415.2 .B87 2012 (Browse shelf(Opens below)) | 1 | Available | 0000069097 | |||
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Open Shelf
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UMPLIB PEKAN | HF5415.2 .B87 2012 (Browse shelf(Opens below)) | 2 | Available | c.2 | 0000096049 |
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