Basic marketing research : using Microsoft Excel data analysis - Burns, Alvin C.; Bush, Ronald F. (Boston : Prentice Hall, 2012)
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.
Includes bibliographical references and index.
Keywords: Microsoft Excel (Computer file); Marketing research