Basic marketing research : using Microsoft Excel data analysis

著者

書誌事項

Basic marketing research : using Microsoft Excel data analysis

Alvin C. Burns, Ronald F. Bush

Prentice Hall, c2012

3rd ed

  • : pbk

大学図書館所蔵 件 / 全5件

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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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