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Basic Marketing Research with Excel, CourseSmart eTextbook, 3rd Edition

By Al Burns, Ronald Bush

Published by Prentice Hall

Published Date: Jan 31, 2011

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For undergraduate Marketing Research courses.

Basic Marketing Research usesExcel™ add-in software for data analysis, an integrated case, and experiential learning exercises to present a concise introduction to fundamentals of market research, offering resources students can use in their future careers. 

Table of Contents

Chapter 1: An Introduction to Marketing Research
Chapter 2: The Marketing Research Industry
Chapter 3: The Marketing Research Process Including the Problem and Research Objectives
Chapter 4: Research Design Alternatives and Qualitative Research
Chapter 5: Information Types and Sources: Secondary Data and Standardized Information
Chapter 6: Data Collection Methods
Chapter 7: Measurement Scales
Chapter 8: Designing Data Collection Forms
Chapter 9: Determining Sample Size and the Sample Plan

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Basic Marketing Research with Excel, CourseSmart eTextbook, 3rd Edition
Format: Safari Book

$92.99 | ISBN-13: 978-0-13-507827-3