Basic Marketing Research : Using Microsoft Excel Data Analysis

by Burns, Alvin C.; Bush, Ronald F.

• ISBN13: 9780131452268
• ISBN10: 0131452266
• Format: Paperback
• Copyright: 2005-01-01
• Publisher: Prentice Hall

Summary

This book is targeted for those who need to learn the marketing research process and basic data analysis techniques. This is the first book on the market that offers a software add-in ("XL Data Analyst® ) designed specifically to use the power of Excel for "marketing research applications,"" a data analysis output that is exceptionally easy to understand. Basic descriptive statistics, differences through one-way ANOVA, cross-tabulation/Chi-square and Pearson Correlation, and simple and multiple regression are all comprehensively covered. Because it utilizes the popular Excel program, this is a must-use guide for all those involved in marketing research, statistical analysis, and report preparation.

Table of Contents

Introducing Marketing Research

Understanding the Marketing Research Industry

Steps in the Marketing Research Process Including Defining the Problem and Research Objectives

Research Design

Accessing Secondary Data and Online Information Databases

Standardized Information Sources

Standardized Information Sources

Deciding on Your Survey Data Collection Method

Using Measurement Scales in Your Survey

Designing Your Questionnaire

Determining Sample Size and the Sampling Method

Collecting Data and Summarizing What You Found in Your Sample

Generalizing Your Sample Findings to the Population

Comparing to Find Differences in Your Data

Determining Relationships Among Your Variables

Preparing and Presenting the Research Results

Table of Contents provided by Publisher. All Rights Reserved.