Basic marketing research : using Microsoft Excel data analysis / Alvin C. Burns, Ronald F. Bush.
By: Burns, Alvin C
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Contributor(s): Bush, Ronald F.
Material type: 
BookPublisher: Boston : Prentice Hall, c2012Edition: 3rd ed.Description: xxii, 391 p. : col. ill. ; 26 cm.ISBN: 9780135078228 (pbk. : alk. paper).Subject(s): Microsoft Excel (Computer file) | Marketing researchDDC classification: 658.8/30285554 | Item type | Current location | Collection | Call number | Status | Notes | Date due | Item holds |
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General Circulation Books
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Non-fiction | HF5415.2 .B77 2012 (Browse shelf) | Available | S.O |
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.
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