An introduction to marketing research
The marketing research industry
The marketing research process including defining the problem and research objectives
Research design alternatives and qualitative research
Information types & sources: secondary data & standardized information
Data collection methods
Measurement scales
Designing data collection forms
Determining sample size and the sample plan
Data issues and inputting data into XL data analyst
Summarizing your data
Generalizing your findings
Finding differences
Determining relationships
Preparing & presenting your research report.
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Basic marketing research : using Microsoft Excel data analysis by Alvin C. Burns. ISBN 9780135078228. Published by Prentice Hall in 2012. Publication and catalogue information, links to buy online and reader comments.
