Basic Marketing Research Using Microsoft Excel Data Analysis

ISBN-10: 0132059584
ISBN-13: 9780132059589
Edition: 2nd 2008
List price: $164.33 Buy it from $3.00 Rent it from $32.81
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Description: 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 Analystreg;) designed specifically to use the power of  More...

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Book details

List price: $164.33
Edition: 2nd
Copyright year: 2008
Publisher: Prentice Hall PTR
Publication date: 12/13/2007
Binding: Paperback
Pages: 544
Size: 8.00" wide x 9.75" long x 0.75" tall
Weight: 2.090
Language: English

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 Analystreg;) designed specifically to use the power of Excel for marketing research applications.nbsp; XL Data Analyst reg; also features data analysis output that is exceptionally easy to understand and in professional table/report-ready format.nbsp; All marketing research concepts are presented nbsp;simply and intuitively.nbsp; KEY TOPICS: 11 Step marketing research process; the industry; ethical issues, global applications. Basic descriptive statistics, confidence intervals and hypothesis testing, differences tests through one-way ANOVA, cross-tabulation/Chi-square, Pearson Correlation, and simple and multiple regression are all comprehensively covered. This is the ideal book for those who wish to teach basic marketing research to undergraduate students without learning cumbersome statistical analysis software but who have access to Exceltrade;.nbsp; The XL Data Analysis Add-in is easy to master and use and performs analyses such as tests of proportions and hypothesis tests for percentages, not typically available on standard statistical analysis software. nbsp; nbsp;

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
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
Endnotes
Credits
Name Index
Subject Index

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