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Best-selling authors Burns and Bush are proud to introduce Basic Marketing Research, the first textbook to utitlize EXCEL as a data analysis tool. Each copy includes XL Data Analyst, a user-friendly Excel add-in for data analysis. This book is also a first in that it's a streamlined paperback with an orientation that leans more toward how to use marketing research information to make decisions vs. how to be a provider of marketing research information.

Table of Contents

1. Introducing Marketing Research.


2. Understanding the Marketing Research Industry.


3. Steps in the Marketing Research Process Including Defining the Problem and Research Objectives.


4. Research Design.


5. Accessing Secondary Data and Online Information Databases.


6. Standardized Information Sources. STANDARDIZED INFORMATION SOURCES


7. Deciding on Your Survey Data Collection Method.


8. Using Measurement Scales in Your Survey.


9. Designing Your Questionnaire.


10. Determining Sample Size and the Sampling Method.


11. Collecting Data and Summarizing What You Found in Your Sample.


12. Generalizing Your Sample Findings to the Population.


13. Comparing to Find Differences in Your Data.


14. Determining Relationships Among Your Variables.


15. Preparing and Presenting the Research Results.

Features

• A focus on the power of Excel-Utilizes Excel as its basic statistical analysis software, eliminating the additional cost of licensing other software packages. The use of Excel has been steadily growing in other disciplines.

  Gives students software that they are probably already familiar with as it is now the industry standard; eliminates the need to purchase additional analysis software.

• Add-in software: XL Data Analyst -Utilizes this proprietary analysis software as it is Excel user-friendly and will be useful throughout students' future careers.

  Provides students with analysis output that is ready for pasting in Word files for finished marketing research reports. Also, by purchasing this text students will be able to get future versions of this software at a desirable price.

• XL Data Analyst output in two different formats-Reports in both traditional and "natural language."

  Eases students' frustration with reports in terms of 'p' values, the traditional statistical output.

• College Life E-Zine -Utilizes this integrated case throughout the text; it involves a new, high-tech service targeted for the college student population.

  Allows students to experience the 11-step research process by using the same situation from problem identification all the way through data analysis and report writing.

670 pages+CD