Basic Marketing Research with Excel

by Burns, Alvin C; Bush, Ronald F.

• ISBN13: 9780135078228
• ISBN10: 0135078229
• Edition: 3rd
• Format: Paperback
• Copyright: 2011-01-04
• Publisher: Pearson

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#xAE;) designed specifically to use the power of Excel for marketing research applications.#xA0; XL Data Analyst #xAE; also features data analysis output that is exceptionally easy to understand and in professional table/report-ready format.#xA0; All marketing research concepts are presented #xA0;simply and intuitively.#xA0; This is the ideal book for those who wish to teach basic marketing research to undergraduate students without learning cumbersome statistical analysis software but who have access to Excel".#xA0; The XL Data Analysis Add-in is easy to master and use and performs analyses such as tests of proportions and hypothesis tests for percentages, not typically available on standard statistical analysis software.#xA0;

Table of Contents

Chapter 1: An Introduction to Marketing Research
Chapter 2: The Marketing Research Industry
Chapter 3: The Marketing Research Process Including the Problem and Research Objectives
Chapter 4: Research Design Alternatives and Qualitative Research
Chapter 5: Information Types and Sources: Secondary Data and Standardized Information
Chapter 6: Data Collection Methods
Chapter 7: Measurement Scales
Chapter 8: Designing Data Collection Forms
Chapter 9: Determining Sample Size and the Sample Plan