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Basic Marketing Research with Excel, 3rd edition

  • Alvin C Burns
  • Ronald F. Bush

Published by Pearson (January 4th 2011) - Copyright © 2012

3rd edition

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Basic Marketing Research with Excel (Subscription)

ISBN-13: 9780132998284

Includes: eText
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  • eText

    A digital version of the text you can personalize and read online or offline.


Table of 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

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