Basic Marketing Research : Using Microsoft Excel Data Analysis
by Burns, Alvin C.; Bush, Ronald F.Format: Paperback
Pub. Date: 2005-01-01
Publisher(s): Prentice Hall
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Summary
This book is targeted for those who need to learn the marketing research process and basic data analysis techniques. This is the first book on the market that offers a software add-in ("XL Data Analyst® ) designed specifically to use the power of Excel for "marketing research applications,"" a data analysis output that is exceptionally easy to understand. Basic descriptive statistics, differences through one-way ANOVA, cross-tabulation/Chi-square and Pearson Correlation, and simple and multiple regression are all comprehensively covered. Because it utilizes the popular Excel program, this is a must-use guide for all those involved in marketing research, statistical analysis, and report preparation.
Table of Contents
| Introducing Marketing Research | |
| Understanding the Marketing Research Industry | |
| Steps in the Marketing Research Process Including Defining the Problem and Research Objectives | |
| Research Design | |
| Accessing Secondary Data and Online Information Databases | |
| Standardized Information Sources | |
| Standardized Information Sources | |
| Deciding on Your Survey Data Collection Method | |
| Using Measurement Scales in Your Survey | |
| Designing Your Questionnaire | |
| Determining Sample Size and the Sampling Method | |
| Collecting Data and Summarizing What You Found in Your Sample | |
| Generalizing Your Sample Findings to the Population | |
| Comparing to Find Differences in Your Data | |
| Determining Relationships Among Your Variables | |
| Preparing and Presenting the Research Results | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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