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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. KEY TOPICS: An Introduction to Marketing Research; The Marketing Research Industry; The Marketing Research Process Including the Problem and Research Objectives; Research Design Alternatives and Qualitative Research; Information Types and Sources: Secondary Data and Standardized Information; Data Collection Methods; Measurement Scales; Designing Data Collection Forms; Determining Sample Size and the Sample Plan MARKET: For those who need to learn the marketing research process and basic data analysis techniques.
eBook details
- Title: Basic Marketing Research: Using Microsoft Excel Data Analysis, 3rd Edition
- Author : Alvin C. Burns
- Release Date : *
- Genre: Books,Business & Money,Marketing & Sales
- Pages : * pages
- Size : * KB
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