Basic Marketing Research Using Microsoft Excel Data Analysis

by Alvin C. Burns, Ronald F. Bush

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.

506 pages, Paperback

First published August 1, 2004

Reviews

[Timothy Wood · Rating 4 out of 5]

Enjoyable if you like the science behind marketing. It was well rounded, however fell short on a few concepts; brushing over them without a sufficient explanation.