Basic Marketing Research with Excel （3RD）

Burns, Alvin/ Bush, Ronald

Pearson（2011/04発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 416 p.
• 言語 ENG
• 商品コード 9780135078228
• DDC分類 658.83

Full Description

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 readers with resources they can use in their careers.

 

The ISBN above is just for the standalone book,  if you want the book/IBM® SPSS® 18.0 Integrated Student Version you shoud order the ISBN listed below.

 

0132490633 / 9780132490634 Basic Marketing Research with Excel & IBM® SPSS® 18.0 Integrated Student Version Package

Package consists of

0132151715 / 9780132151719 IBM® SPSS® 18.0 Integrated Student Version

0135078229 / 9780135078228 Basic Marketing Research with Excel



 

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Contents

Brief Contents

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
Data Issues and Inputting Data into XL Data Analyst
Summarizing your Data
Generalizing your Findings
Finding Differences
Determining Relationships
Preparing and Presenting Your Research Report