Basic marketing research : using Microsoft Excel data analysis /
Burns, Alvin C.
Basic marketing research : using Microsoft Excel data analysis / - 3rd ed. - Boston : Prentice Hall, c2012. - xxii, 391 pages : Col. illustrations ;
Includes 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)
Marketing research.
HF 5415.2 / BUR
Basic marketing research : using Microsoft Excel data analysis / - 3rd ed. - Boston : Prentice Hall, c2012. - xxii, 391 pages : Col. illustrations ;
Includes 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)
Marketing research.
HF 5415.2 / BUR