Basic Marketing Research: Using Microsoft Excel Data Analysis - Alvin C. Burns and Ronald F. Bush, Paperback

Pearson

ISBN-13 9780131519510 | 978-0-13-151951-0
ISBN 0131519514 | 0-13-151951-4
Format Paperback
Author(s) Alvin C. Burns and Ronald F. Bush Alvin C. Burns
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, a data analysis output that is exceptionally easy to understand. Basic descriptive statistics, differences through one-way ANOVA, cross-tabulation/Chi-square and Pearson Correlation, and simple and multiple regression are all comprehensively covered. Because it utilizes the popular Excel program, this is a must-use guide for all those involved in marketing research, statistical analysis, and report preparation.

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