Burns, Alvin C.
Basic marketing research : using Microsoft Excel data analysis / Alvin C. Burns, Ronald F. Bush. - 3rd ed. - Boston : Prentice Hall, c2012. - xxii, 391 p. : col. ill. ; 26 cm.
Includes bibliographical references and index.
An introduction to marketing research -- The marketing research industry -- The marketing research process including defining the problem and research objectives -- Research design alternatives and qualitative research -- Information types & sources: secondary data & standardized information -- Data collection methods -- Measurement scales -- Designing data collection forms -- Determining sample size and the sample plan -- Data issues and inputting data into XL data analyst -- Summarizing your data -- Generalizing your findings -- Finding differences -- Determining relationships -- Preparing & presenting your research report.
9780135078228 (pbk. : alk. paper)
2010030838
Microsoft Excel (Computer file)
Marketing research.
HF5415.2 / .B7787 2012
658.8/30285554
Basic marketing research : using Microsoft Excel data analysis / Alvin C. Burns, Ronald F. Bush. - 3rd ed. - Boston : Prentice Hall, c2012. - xxii, 391 p. : col. ill. ; 26 cm.
Includes bibliographical references and index.
An introduction to marketing research -- The marketing research industry -- The marketing research process including defining the problem and research objectives -- Research design alternatives and qualitative research -- Information types & sources: secondary data & standardized information -- Data collection methods -- Measurement scales -- Designing data collection forms -- Determining sample size and the sample plan -- Data issues and inputting data into XL data analyst -- Summarizing your data -- Generalizing your findings -- Finding differences -- Determining relationships -- Preparing & presenting your research report.
9780135078228 (pbk. : alk. paper)
2010030838
Microsoft Excel (Computer file)
Marketing research.
HF5415.2 / .B7787 2012
658.8/30285554