Basic Marketing Research Using Microsoft Excel Data Analysis
International Edition
2nd Edition
Published on 9. January 2008
Book
Paperback/Softback
544 pages
978-0-13-135421-0 (ISBN)
Description
For undergraduate Marketing Research courses.
Basic Marketing Research, 2e, utilizes Excel (TM) 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.
Basic Marketing Research, 2e, utilizes Excel (TM) 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.
More details
Edition
2nd edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 262 mm
Width: 211 mm
Thickness: 20 mm
Weight
942 gr
ISBN-13
978-0-13-135421-0 (9780131354210)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
03/2011
3rd Edition
Pearson
€219.72
Article is exhausted; no reprint
Inc. SPSS
Basic Marketing Research and IBM (R) SPSS (R) 18.0 Integrated Student Version Package
International Edition
Book
12/2010
18th Edition
Pearson
€64.36
Article exhausted; check for reprint
Previous edition
Alvin C. Burns | Ronald F. Bush
Basic Marketing Research
Using Microsoft Excel Data Analysis: International Edition
Book
08/2004
Pearson
€59.55
Article exhausted; check for reprint
Content
(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.
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.