Basic Marketing Research : Using Microsoft® Excel Data Analysis
ISBN: 9780135078228 | 0135078229
Edition: 3rdFormat: Paperback
Publisher: Prentice Hall
Pub. Date: 1/4/2011
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For undergraduate Marketing Research courses. Basic Marketing Research usesExceltrade; add-in software for data analysis, An integrated case, and experiential learning exercises to present a concise introduction to fundamentals of market research, offering resources students can use in their future careers.
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;) desi... MORE
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;) desi... MORE
Chapter 1: An Introduction to Marketing Research
Chapter 2: The Marketing Research Industry
Chapter 3: The Marketing Research Process Including the Problem and Research Objectives
Chapter 4: Research Design Alternatives and Qualitative Research
Chapter 5: Information Types and Sources: Secondary Data and Standardized Information
Chapter 6: Data Collection Methods
Chapter 7: Measurement Scales
Chapter 8: Designing Data Collection Forms
Chapter 9: Determining Sample Size and the Sample Plan
Chapter 2: The Marketing Research Industry
Chapter 3: The Marketing Research Process Including the Problem and Research Objectives
Chapter 4: Research Design Alternatives and Qualitative Research
Chapter 5: Information Types and Sources: Secondary Data and Standardized Information
Chapter 6: Data Collection Methods
Chapter 7: Measurement Scales
Chapter 8: Designing Data Collection Forms
Chapter 9: Determining Sample Size and the Sample Plan
