Test Bank for Basic Marketing Research with Excel, 3rd Edition: Alvin C. Burns

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Product details:

• ISBN-10 ‏ : ‎ 0135078229
• ISBN-13 ‏ : ‎ 978-0135078228
• Author: Alvin C. Burns; Ronald F. Bush

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.

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

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