Burns, Alvin C. <br/><br/>
Basic marketing research :  using Microsoft Excel data analysis / 

 - 3rd ed. 
 - Boston :  Prentice Hall,  c2012. 
 - xxii, 391 pages :  Col. illustrations ; 
<br/><br/> Includes index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9780135078228 (pbk. : alk. paper) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing research.
<br/><br/><label>LC Class. No.: </label>HF 5415.2  / BUR