Basic marketing research
Subtitle: using Microsoft Excel data analysis
By: Alvin C. Burns, Ronald F. Bush
Contributors: Bush, Ronald F.
Edition: 3rd ed.
Publisher: Prentice Hall; Pearson
Published: 2012
Place of publication: Boston
Language: eng
Number of pages: 391
ISBN-13: 9780135078228
Notes: Includes bibliographical references and index.
Table of contents: title: An introduction to marketing research; title: The marketing research industry; title: The marketing research process including defining the problem and research objectives; title: Research design alternatives and qualitative research; title: Information types & sources: secondary data & standardized information; title: Data collection methods; title: Measurement scales; title: Designing data collection forms; title: Determining sample size and the sample plan; title: Data issues and inputting data into XL data analyst; title: Summarizing your data; title: Generalizing your findings; title: Finding differences; title: Determining relationships; title: Preparing & presenting your research report.