using Microsoft Excel data analysis Burns, Alvin C. creator Bush, Ronald F. text Boston Prentice Hall c2012 3rd ed. monographic xxii, 391 pages : Col. illustrations ; 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. Includes index. Marketing research HF 5415.2 BUR 9780135078228 (pbk. : alk. paper)