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Basic Marketing Research : Using Microsoft Excel Data Analysis / With CD

Basic Marketing Research : Using Microsoft Excel Data Analysis / With CD - 05 edition

ISBN13: 978-0131519510

Cover of Basic Marketing Research : Using Microsoft Excel Data Analysis / With CD 05 (ISBN 978-0131519510)
ISBN13: 978-0131519510
ISBN10: 0131519514
Cover type:
Edition/Copyright: 05
Publisher: Prentice Hall, Inc.
Published: 2005
International: No

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Basic Marketing Research : Using Microsoft Excel Data Analysis / With CD - 05 edition

ISBN13: 978-0131519510

Alvin C. Burns and Ronald F. Bush

ISBN13: 978-0131519510
ISBN10: 0131519514
Cover type:
Edition/Copyright: 05
Publisher: Prentice Hall, Inc.

Published: 2005
International: No
Summary

For undergraduate Marketing Research courses.

Best-selling authors Burns and Bush are proud to introduce Basic Marketing Research, the first textbook to utilize EXCEL as a data analysis tool. Each copy includes XL Data Analyst®, 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.

Package Components:

Basic Marketing Research: Using Excel Data Analysis
by Alvin C Burns and Ronald F. Bush

XL Data Analyst CD-ROM
by Al Burns and Ronald Bush

Table of Contents

(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.

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Cover of Basic Marketing Research: Using Microsoft Excel Data Analysis 2nd edition

Basic Marketing Research: Using Microsoft Excel Data Analysis - 2nd edition

ISBN13: 978-0132059589
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