Basic Marketing Research with Excel

By Judith Nash, Alvin C. Burns, Ronald F. Bush, et al.

Book Overview

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. KEY TOPICS: 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 MARKET For those who need to learn the marketing research process and basic data analysis techniques.

• Format: Paperback
• Language: English
• ISBN: 0135078229
• ISBN13: 9780135078228
• Release Date: January 2011
• Publisher: Pearson
• Length: 416 Pages
• Weight: 1.54 lbs.
• Dimensions: 0.9" x 8.0" x 9.9"