Basic Marketing Research with Excel, 3rd edition

  • Alvin C. Burns, 
  • Ronald F. Bush

Choose the option that's right for you

$9.99 / mo

4-month term, pay monthly or pay $39.96

Enjoy these features

  • Up to 2 devices
  • Discounted tutor access
  • Exclusive offers

$14.99 / mo

4-month term, pay monthly or pay $59.96

Enjoy these features

  • Up to 2 devices
  • Discounted tutor access
  • Exclusive offers

Learn more, spend less

  • Listen on the go

    Learn how you like with full eTextbook audio

  • Learn anytime, anywhere

    Get the app to access your eTextbook whenever you need it

  • Make it your own

    Your notes. Your highlights. Your eTextbook

  • Find it fast

    Quickly navigate your eTextbook with search

  • Stay organized

    Access all your eTextbooks in one place

Overview

Basic Marketing Research will help you put market research fundamentals to work. Using an Excel add-in software for data analysis, an integrated case, and experiential learning exercises, you'll get hands-on with the practical research methods of professional marketers.

Published by Pearson (July 23rd 2021) - Copyright © 2012

ISBN-13: 9780137558704

Subject: Marketing

Category: Marketing Research

Table of contents

Brief Contents

  1. An Introduction to Marketing Research
  2. The Marketing Research Industry
  3. The Marketing Research Process Including the Problem and Research Objectives
  4. Research Design Alternatives and Qualitative Research
  5. Information Types and Sources: Secondary Data and Standardized Information
  6. Data Collection Methods
  7. Measurement Scales
  8. Designing Data Collection Forms
  9. Determining Sample Size and the Sample Plan
  10. Data Issues and Inputting Data into XL Data Analyst
  11. Summarizing your Data
  12. Generalizing your Findings
  13. Finding Differences
  14. Determining Relationships
  15. Preparing and Presenting Your Research Report

Your questions answered

Introducing Pearson+. Reimagined learning, designed for you. Choose from one eTextbook or over 1,500 eTextbooks and study tools, all in one place, for one low monthly subscription. A new way to buy books that fits your budget. Make the most of your study time with offline access, enhanced search, notes and flashcards — to get organized, get the work done quicker and get results. Plus, with the app, put textbooks in your pocket and learn wherever. It's time to upgrade the textbook and simplify learning, so you can have time to live too.

Pearson eTextbook is an easy-to-use digital textbook available from Pearson+. Make it your own by adding notes and highlights. Download the Pearson+ mobile app to learn on the go, even offline. Listen on the go with our new audiobook feature, available for most titles.

When you choose a plan, you're signing up for a 4-month 'term'. You can opt to make a one-time payment for the initial 4-month term or pay monthly. If you opt for monthly payments, we will charge your payment method each month until your 4-month term has ended. You can turn on auto-renew in My account at any time to continue your subscription before your 4-month term has ended.

When you purchase a Pearson+ subscription, it will last 4 months. Before your initial 4-month term ends, you can extend your subscription by turning auto-renew on in My account.

If you turn auto-renew on, we’ll automatically renew your subscription and charge you every month until you turn off auto-renew. If you made a one-time payment for your initial 4-month term, you’ll now pay monthly.

To avoid the next payment charge, make sure you turn auto renewal off 1 day before the auto renewal date. You can subscribe again after auto-renew has been turned off by purchasing another Pearson+ subscription. We use your credit card to renew your subscription automatically. To make sure your learning is uninterrupted, please check your card details before your first monthly payment.

With a Multi Pearson+ subscription plan, you can download up to 10 titles on the Pearson+ app from My list on each of your authorized devices every month.

When you're using your Multi Pearson+ subscription plan in a browser, you can select and read from as many titles as you like.