Basic Marketing Research with Excel, 3rd edition

Published by Pearson (July 23, 2021) © 2012

  • Alvin C. Burns Louisiana State University
  • Ronald F. Bush University of West Florida
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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.

Brief 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

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