This book is targeted for those who need to learn the marketing research process and basic data analysis techniques. This is the first book on the market that offers a software add-in (XL Data Analyst ) designed specifically to use the power of Excel for marketing research applications. XL Data Analyst also features data analysis output that is exceptionally easy to understand and in professional table/report-ready format. All marketing research concepts are presented simply and intuitively. KEY TOPICS: 11 Step marketing research process; the industry; ethical issues, global applications. Basic descriptive statistics, confidence intervals and hypothesis testing, differences tests through one-way ANOVA, cross-tabulation/Chi-square, Pearson Correlation, and simple and multiple regression are all comprehensively covered. This is the ideal book for those who wish to teach basic marketing research to undergraduate students without learning cumbersome statistical analysis software but who have access to Excel". The XL Data Analysis Add-in is easy to master and use and performs analyses such as tests of proportions and hypothesis tests for percentages, not typically available on standard statistical analysis software.

Praised for the solid foundation it builds for business students, Burns/Bush provides a unique step-by-step approach to market research that breaks down the intimidating subjects found in this course. This first Canadian edition builds on the core strengths of the U.S. edition while introducing Canadian coverage of key topics to demonstrate the relevance of the subject for Canadian marketers. The text is written in a student-friendly manner, with many examples, and provides students with the tools necessary to conduct basic analysis.

For undergraduate Marketing Research courses. A concise presentation of marketing research fundamentals. 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 students with resources they can use in their future careers. The third edition provides an improved software package-XL Data Analyst(TM)-and includes more information on qualitative research.

Never HIGHLIGHT a Book Again! Virtually all of the testable terms, concepts, persons, places, and events from the textbook are included. Cram101 Just the FACTS101 studyguides give all of the outlines, highlights, notes, and quizzes for your textbook with optional online comprehensive practice tests. Only Cram101 is Textbook Specific. Accompanys: 9780132059589 .

For undergraduate Marketing Research courses. 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(R), 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.

Focusing on the interaction between marketing research decisions and marketing management decisions, Malhotra offers a highly contemporary review that enables readers to increase their SPSS and Excel skills