Basic Marketing Research - Alvin C Burns, Ronald F. Bush

Basic Marketing Research

Using Microsoft Excel Data Analysis: International Edition
Media-Kombination
544 Seiten
2004
Pearson
978-0-13-129613-8 (ISBN)
89,95 inkl. MwSt
zur Neuauflage
  • Titel erscheint in neuer Auflage
  • Artikel merken
Zu diesem Artikel existiert eine Nachauflage
  For undergraduate Marketing Research courses.

Best-selling authors Burns and Bush are proud to introduce Basic Marketing Research, the first textbook to utitlize EXCEL as a data analysis tool. Each copy includes XL Data Analyst®, a user-friendly Excel add-in for data analysis.  This book is also a first in that it's a streamlined paperback with an orientation that leans more toward how to use marketing research information to make decisions vs. how to be a provider of marketing research information.

  (NOTE: Each chapter concludes with the following sections: Summary, Key Terms, Review Questions, Application Questions, Cases, and a Chapter Appendix.)

 1. Introducing Marketing Research.


 2. Understanding the Marketing Research Industry.


 3. Steps in the Marketing Research Process Including Defining the Problem and Research Objectives.


 4. Research Design.


 5. Accessing Secondary Data and Online Information Databases.


 6. Standardized Information Sources. STANDARDIZED INFORMATION SOURCES


 7. Deciding on Your Survey Data Collection Method.


 8. Using Measurement Scales in Your Survey.


 9. Designing Your Questionnaire.


10. Determining Sample Size and the Sampling Method.


11. Collecting Data and Summarizing What You Found in Your Sample.


12. Generalizing Your Sample Findings to the Population.


13. Comparing to Find Differences in Your Data.


14. Determining Relationships Among Your Variables.


15. Preparing and Presenting the Research Results.

Erscheint lt. Verlag 12.8.2004
Sprache englisch
Maße 204 x 254 mm
Gewicht 980 g
Themenwelt Informatik Office Programme Excel
Wirtschaft Betriebswirtschaft / Management Marketing / Vertrieb
ISBN-10 0-13-129613-2 / 0131296132
ISBN-13 978-0-13-129613-8 / 9780131296138
Zustand Neuware
Haben Sie eine Frage zum Produkt?