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Basic Marketing Research: Using Microsoft Excel Data Analysis / Edition 2

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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: 9780132059589
  • Publisher: Prentice Hall
  • Publication date: 12/27/2007
  • Edition description: Older Edition
  • Edition number: 2
  • Pages: 544
  • Product dimensions: 7.97 (w) x 9.99 (h) x 0.82 (d)

Table of Contents

Ch. 1 Introducing marketing research 2
Ch. 2 Understanding the marketing research industry 22
Ch. 3 Steps in the marketing research process including defining the problem and research objectives 62
Ch. 4 Research design 100
Ch. 5 Accessing secondary data and online information databases 132
Ch. 6 Standardized information sources 166
Ch. 7 Deciding on your survey data collection method 190
Ch. 8 Using measurement scales in your survey 222
Ch. 9 Designing your questionnaire 254
Ch. 10 Determining sample size and the sampling method 282
Ch. 11 Collecting data and summarizing what you found in your sample 310
Ch. 12 Generalizing your sample findings to the population 342
Ch. 13 Comparing to find differences in your data 380
Ch. 14 Determining relationships among your variables 414
Ch. 15 Preparing and presenting the research results 458
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