Name: Basic Marketing Research By Alvin C Burns
SKU: 9780131296138
Price: 3.49 GBP
Availability: InStock

Basic Marketing Research Summary

Basic Marketing Research: Using Microsoft Excel Data Analysis: International Edition by Alvin C Burns

For undergraduate Marketing Research courses.

Best-selling authors Burns and Bush are proud to introduce Basic Marketing Research, the first textbook to utitlize EXCEL as a data analysis tool. Each copy includes XL Data Analyst (R), a user-friendly Excel add-in for data analysis. This book is also a first in that it's a streamlined paperback with an orientation that leans more toward how to use marketing research information to make decisions vs. how to be a provider of marketing research information.

(NOTE: Each chapter concludes with the following sections: Summary, Key Terms, Review Questions, Application Questions, Cases, and a Chapter Appendix.)

1. Introducing Marketing Research.

2. Understanding the Marketing Research Industry.

3. Steps in the Marketing Research Process Including Defining the Problem and Research Objectives.

4. Research Design.

5. Accessing Secondary Data and Online Information Databases.

6. Standardized Information Sources. STANDARDIZED INFORMATION SOURCES

7. Deciding on Your Survey Data Collection Method.

8. Using Measurement Scales in Your Survey.

9. Designing Your Questionnaire.

10. Determining Sample Size and the Sampling Method.

11. Collecting Data and Summarizing What You Found in Your Sample.

12. Generalizing Your Sample Findings to the Population.

13. Comparing to Find Differences in Your Data.

14. Determining Relationships Among Your Variables.

15. Preparing and Presenting the Research Results.

Additional information

Sku

GOR012422124

ISBN 13

9780131296138

ISBN 10

0131296132

Title

Basic Marketing Research: Using Microsoft Excel Data Analysis: International Edition by Alvin C Burns

Author

Alvin C Burns

Condition

Used - Very Good

Binding type

Hardback

Publisher

Pearson Education (US)

Year published

20040812

Number of pages

544

Prizes

N/A

Cover note

Book picture is for illustrative purposes only, actual binding, cover or edition may vary.

Note

This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Basic Marketing Research Alvin C Burns

Basic Marketing Research by Alvin C Burns

Basic Marketing Research Summary

Basic Marketing Research: Using Microsoft Excel Data Analysis: International Edition by Alvin C Burns

Table of Contents

Additional information

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