Basic Marketing Research : Using Microsoft Excel Data Analysis

by Burns, Alvin C; Bush, Ronald F.

• ISBN13: 9780132059589
• ISBN10: 0132059584
• Edition: 2nd
• Format: Paperback
• Copyright: 2008-01-01
• 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 Analystreg;) designed specifically to use the power of Excel for marketing research applications. XL Data Analyst reg; also features data analysis output that is exceptionally easy to understand and in professional table/report-ready format. All marketing research concepts are presented simply and intuitively. KEY TOPICS: 11 Step marketing research process; the industry; ethical issues, global applications. Basic descriptive statistics, confidence intervals and hypothesis testing, differences tests through one-way ANOVA, cross-tabulation/Chi-square, Pearson Correlation, and simple and multiple regression are all comprehensively covered. 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 Exceltrade;. 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.

Table of Contents

Introducing Marketing Research	p. 2
Understanding the Marketing Research Industry	p. 24
Steps in the Marketing Research Process Including Defining the Problem and Research Objectives	p. 60
Research Design	p. 100
Accessing Secondary Data and Online Information Databases	p. 134
Standardized Information Sources	p. 170
Deciding on Your Survey Data Collection Method	p. 196
Using Measurement Scales in Your Survey	p. 230
Designing Your Questionnaire	p. 262
Determining Sample Size and the Sampling Method	p. 290
Collecting Data and Summarizing What You Found in Your Sample	p. 318
Generalizing Your Sample Findings to the Population	p. 350
Comparing to Find Differences in Your Data	p. 388
Determining Relationships Among Your Variables	p. 422
Preparing and Presenting the Research Results	p. 466
Endnotes	p. 489
Credits	p. 499
Name Index	p. 499
Subject Index	p. 500
Table of Contents provided by Blackwell. All Rights Reserved.