Basic marketing research : using Microsoft Excel data analysis
著者
書誌事項
Basic marketing research : using Microsoft Excel data analysis
Prentice Hall, c2012
3rd ed
- : pbk
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注記
Includes bibliographical references (p. 366-382) and indexes
内容説明・目次
内容説明
A concise presentation of marketing research fundamentals.
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.
The ISBN above is just for the standalone book, if you want the book/IBM (R) SPSS (R) 18.0 Integrated Student Version you shoud order the ISBN listed below.
0132490633 / 9780132490634 Basic Marketing Research with Excel & IBM (R) SPSS (R) 18.0 Integrated Student Version Package
Package consists of
0132151715 / 9780132151719 IBM (R) SPSS (R) 18.0 Integrated Student Version
0135078229 / 9780135078228 Basic Marketing Research with Excel
.
目次
Brief Contents
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
Data Issues and Inputting Data into XL Data Analyst
Summarizing your Data
Generalizing your Findings
Finding Differences
Determining Relationships
Preparing and Presenting Your Research Report
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