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#xAE;) designed specifically to use the power of Excel for marketing research applications.#xA0; XL Data Analyst #xAE; also features data analysis output that is exceptionally easy to understand and in professional table/report-ready format.#xA0; All marketing research concepts are presented #xA0;simply and intuitively.#xA0; 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".#xA0; 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.#xA0;