Basic Marketing Research: Using Microsoft Excel Data Analysis / Edition 1

Basic Marketing Research: Using Microsoft Excel Data Analysis / Edition 1

by Alvin C. Burns, Ronald F. Bush, Ronald F. Bush
     
 

ISBN-10: 0131519514

ISBN-13: 9780131519510

Pub. Date: 07/26/2004

Publisher: Prentice Hall

This book is targeted for those who need to learn the marketing research process and basic data analysis techniques. This is the first book on the market that offers a software add-in (XL Data Analyst®) designed specifically to use the power of Excel for marketing research applications. XL Data Analyst ® also features data analysis output that is

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Overview

This book is targeted for those who need to learn the marketing research process and basic data analysis techniques. This is the first book on the market that offers a software add-in (XL Data Analyst®) designed specifically to use the power of Excel for marketing research applications. XL Data Analyst ® also features data analysis output that is exceptionally easy to understand and in professional table/report-ready format. All marketing research concepts are presented simply and intuitively.

KEY TOPICS: 11 Step marketing research process; the industry; ethical issues, global applications. Basic descriptive statistics, confidence intervals and hypothesis testing, differences tests through one-way ANOVA, cross-tabulation/Chi-square, Pearson Correlation, and simple and multiple regression are all comprehensively covered.

This is the ideal book for those who wish to teach basic marketing research to undergraduate students without learning cumbersome statistical analysis software but who have access to Excel™. The XL Data Analysis Add-in is easy to master and use and performs analyses such as tests of proportions and hypothesis tests for percentages, not typically available on standard statistical analysis software.

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Product Details

ISBN-13:
9780131519510
Publisher:
Prentice Hall
Publication date:
07/26/2004
Edition description:
Older Edition
Pages:
400
Product dimensions:
8.00(w) x 9.96(h) x 0.85(d)

Table of Contents

Ch. 1Introducing marketing research2
Ch. 2Understanding the marketing research industry22
Ch. 3Steps in the marketing research process including defining the problem and research objectives62
Ch. 4Research design100
Ch. 5Accessing secondary data and online information databases132
Ch. 6Standardized information sources166
Ch. 7Deciding on your survey data collection method190
Ch. 8Using measurement scales in your survey222
Ch. 9Designing your questionnaire254
Ch. 10Determining sample size and the sampling method282
Ch. 11Collecting data and summarizing what you found in your sample310
Ch. 12Generalizing your sample findings to the population342
Ch. 13Comparing to find differences in your data380
Ch. 14Determining relationships among your variables414
Ch. 15Preparing and presenting the research results458

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