Test Bank for Basic Marketing Research Using Microsoft Excel Data Analysis 3rd Edition Alvin Burns

Test Bank for Basic Marketing Research Using Microsoft Excel Data Analysis 3rd Edition Alvin Burns

Test Bank for Basic Marketing Research Using Microsoft Excel Data Analysis 3rd Edition Alvin Burns

For undergraduate Marketing Research courses.

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 students with resources they can use in their future careers.

The third edition provides an improved software package–XL Data Analyst™–and includes more information on qualitative research.

Table of Contents

1. An Introduction to Marketing Research
2. The Marketing Research Industry
3. The Marketing Research Process Including the Problem and Research Objectives
4. Research Design Alternatives and Qualitative Research
5. Information Types and Sources: Secondary Data and Standardized Information
6. Data Collection Methods
7. Measurement Scales
8. Designing Data Collection Forms
9. Determining Sample Size and the Sample Plan
10. Data Issues and Inputting Data into XL Data Analyst
11. Summarizing your Data
12. Generalizing your Findings
13. Finding Differences
14. Determining Relationships

15. Preparing and Presenting Your Research Report

Free Sample Test Bank for Basic Marketing Research Using Microsoft Excel Data Analysis 3rd Edition Alvin Burns

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Test Bank for Basic Marketing Research Using Microsoft Excel Data Analysis 3rd Edition Alvin Burns