Business

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®, 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.

• A focus on the power of Excel—Utilizes Excel as its basic statistical analysis software, eliminating the additional cost of licensing other software packages. The use of Excel has been steadily growing in other disciplines.

  • Gives students software that they are probably already familiar with as it is now the industry standard; eliminates the need to purchase additional analysis software.

• Add-in software: XL Data Analyst® —Utilizes this proprietary analysis software as it is Excel user-friendly and will be useful throughout students' future careers.

  • Provides students with analysis output that is ready for pasting in Word files for finished marketing research reports. Also, by purchasing this text students will be able to get future versions of this software at a desirable price.

• XL Data Analyst® output in two different formats—Reports in both traditional and “natural language.”

  • Eases students' frustration with reports in terms of 'p' values, the traditional statistical output.

• College Life E-Zine —Utilizes this integrated case throughout the text; it involves a new, high-tech service targeted for the college student population.

  • Allows students to experience the 11-step research process by using the same situation from problem identification all the way through data analysis and report writing.

(NOTE: Each chapter concludes with the following sections: Summary, Key Terms, Review Questions, Application Questions, Cases, and a Chapter Appendix.)

 1. Introducing Marketing Research.


 2. Understanding the Marketing Research Industry.


 3. Steps in the Marketing Research Process Including Defining the Problem and Research Objectives.


 4. Research Design.


 5. Accessing Secondary Data and Online Information Databases.


 6. Standardized Information Sources. STANDARDIZED INFORMATION SOURCES


 7. Deciding on Your Survey Data Collection Method.


 8. Using Measurement Scales in Your Survey.


 9. Designing Your Questionnaire.


10. Determining Sample Size and the Sampling Method.


11. Collecting Data and Summarizing What You Found in Your Sample.


12. Generalizing Your Sample Findings to the Population.


13. Comparing to Find Differences in Your Data.


14. Determining Relationships Among Your Variables.


15. Preparing and Presenting the Research Results.

Marketing Research  (Marketing)

• 
  Basic Marketing Research Using Microsoft Excel Data Analysis, 2/E
  Burns & Bush
  ©2008 | Prentice Hall | Paper; 544 pp | Instock
  ISBN-10: 0132059584 | ISBN-13: 9780132059589
  Brief Description | Buy from myPearsonStore

  

  For undergraduate Marketing Research courses.
  
  Basic Marketing Research, 2e, utilizes Excel™ add-in software for data analysis, an integrated case, and experiential learning exercises to present a concise introduction to fundamentals of market research, offering resources students can use in their future careers. 

Instructor's Resource Online
Burns
©2005 | Prentice Hall | On-line Supplement; 0 pp | Estimated Availability : 07/01/2004
ISBN-10: 0131452304 | ISBN-13: 9780131452305

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• 
  Basic Marketing Research: Using Microsoft Excel Data Analysis, CourseSmart eTextbook
  Burns & Bush
  ©2005 | Prentice Hall | On-line Supplement; 544 pp | Instock
  ISBN-10: 0131289403 | ISBN-13: 9780131289406
  URL:  http://www.coursesmart.com
  Brief Description | Buy from myPearsonStore

  

  CourseSmart Textbooks Online is an exciting new choice for students looking to save money. As an alternative to purchasing the print textbook, students can subscribe to the same content online and save up to 50% off the suggested list price of the print text. With a CourseSmart etextbook, students can search the text, make notes online, print out reading assignments that incorporate lecture notes, and bookmark important passages for later review. For more information, or to subscribe to the CourseSmart eTextbook, visit www.coursesmart.com.

   

This package contains:
•   Burns & Bush, Basic Marketing Research: Using Excel Data Analysis (2005)
•   Burns & Bush, XL Data Analyst CD-ROM (2005)

Pearson Higher Education offers special pricing when you choose to package your text with other student resources. If you're interested in creating a cost-saving package for your students contact your Pearson Higher Education representative.