Basic Marketing Research
Using Microsoft Excel Data Analysis: International Edition
Published on 12. August 2004
Book
Mixed media product
544 pages
978-0-13-129613-8 (ISBN)
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.
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.
More details
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 254 mm
Width: 204 mm
Thickness: 20 mm
Weight
980 gr
ISBN-13
978-0-13-129613-8 (9780131296138)
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
Alvin C. Burns | Ronald F. Bush
Basic Marketing Research Using Microsoft Excel Data Analysis
International Edition
Book
01/2008
2nd Edition
Pearson
€69.32
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.