[READ] - Basic Marketing Research: Using Microsoft Excel Data Analysis, 3rd Edition

Basic Marketing Research uses an Excel addin 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

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