Basic Marketing Research with Excel
Author: Alvin C. Burns, Ronald F. Bush
Release Date: January 04, 2011
Basic Marketing Research uses an Excel add-in software for data analysis, an integrated case, and experiential learning exercises to present a concise introduction to market research fundamentals. This text also provides readers with resources they can use in their careers. KEY TOPICS: An Introduction to Marketing Research; The Marketing Research Industry; The Marketing Research Process Including the Problem and Research Objectives; Research Design Alternatives and Qualitative Research; Information Types and Sources: Secondary Data and Standardized Information; Data Collection Methods; Measurement Scales; Designing Data Collection Forms; Determining Sample Size and the Sample Plan MARKET For those who need to learn the marketing research process and basic data analysis techniques.