Basic marketing research : using Microsoft Excel data analysis / Alvin C. Burns, Ronald F. Bush.
Material type:
TextPublication details: Boston : Prentice Hall, c2012.Edition: 3rd edDescription: xxii, 391 p. : col. ill. ; 26 cmISBN: - 9780135078228 (pbk. : alk. paper)
- 658.8/30285554 22
- HF 5415.2 .B778 2012
| Item type | Current library | Call number | Status | Barcode | |
|---|---|---|---|---|---|
| Loan | Margaret Thatcher Library First Floor | HF 5415.2 .B778 2012 (Browse shelf(Opens below)) | Available | 23007431 |
Includes bibliographical references and index.
An introduction to marketing research -- The marketing research industry -- The marketing research process including defining the problem and research objectives -- Research design alternatives and qualitative research -- Information types & sources: secondary data & 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 & presenting your research report.
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