Basic marketing research : using Microsoft Excel data analysis / Alvin C. Burns, Ronald F. Bush.
Material type: TextPublisher: Upper Saddle River, N.J. : Prentice Hall, [2012]Copyright date: ©2012Edition: Third editionDescription: xxii, 391 pages : colour illustrations ; 26 cmContent type:- text
- unmediated
- volume
- 0135078229
- 9780135078228
- 658.830285554 22
- HF5415.2 .B7787 2012
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Book | City Campus City Campus Main Collection | 658.830285554 BUR (Browse shelf(Opens below)) | 1 | Available | A503654B | ||
Book | South Campus South Campus Main Collection | 658.830285554 BUR (Browse shelf(Opens below)) | 1 | Available | A506031B |
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658.83 MCD Marketing research essentials / | 658.83 MCD Marketing research essentials / | 658.83 ZIK Marketing research / | 658.830285554 BUR Basic marketing research : using Microsoft Excel data analysis / | 658.8342 HOY Consumer behavior / | 658.8342 HOY Consumer behavior / | 658.8342 SCH Consumer behaviour / |
Includes bibliographical references and index.
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.
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