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Basic Marketing Research with Excel

Paperback Engels 2011 9780135078228
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Samenvatting

For undergraduate Marketing Research courses.

 

A concise presentation of marketing research fundamentals.

 

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 students with resources they can use in their future careers.

 

The third edition provides an improved software package–XL Data Analyst™–and includes more information on qualitative research.

 

Specificaties

ISBN13:9780135078228
Taal:Engels
Bindwijze:Paperback
Uitgever:Pearson Education
Hoofdrubriek:Marketing, Marketing

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Inhoudsopgave

<h2>Brief Contents</h2> <div class="c-no-headers-number-list_container"> <ol> <li>An Introduction to Marketing Research</li> <li>The Marketing Research Industry</li> <li>The Marketing Research Process Including the Problem and Research Objectives</li> <li>Research Design Alternatives and Qualitative Research</li> <li>Information Types and Sources: Secondary Data and Standardized Information</li> <li>Data Collection Methods</li> <li>Measurement Scales</li> <li>Designing Data Collection Forms</li> <li>Determining Sample Size and the Sample Plan</li> <li>Data Issues and Inputting Data into XL Data Analyst</li> <li>Summarizing your Data</li> <li>Generalizing your Findings</li> <li>Finding Differences</li> <li>Determining Relationships</li> <li>Preparing and Presenting Your Research Report</li> </ol> </div>

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        Basic Marketing Research with Excel