Business

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. 

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. 

 

 

What software for data analysis do you typically use in market research classes? Do most of your students pursue careers in marketing research post-graduation? Would you be more inclined to purchase a program that students can continue to use after the semester ends?

 

• Only a small percentage of students will have access to powerful software programs designed specifically for data analysis in their future careers.  In this course students will use an Excel add-in program, XL Data Analyst™, that they can continue to use in their future careers, whether or not they become market researchers. Output is in plain English (traditional statistical output is also provided for those who prefer it)

 

What homework questions arise when students use data analysis software in your class?  Do you typically have to review statistical formulas and concepts before moving forward on the analysis of market research results?

 

The authors wanted to develop a program that would operate without statistical terms and concepts that are difficult for students. The main purpose is to allow users to focus on using marketing research to make decisions; the purpose of marketing research. 

 

• XL Data Analyst® is unique in that it only requires Excel™, to which many students already have access and have used before.
• This program has both traditional and traditional statistical format that generates polished tables and charts with “plain English” presentations of various findings.

 

When you teach your market research course, would you rather focus on the basics in detail or provide students with a broad range of knowledge?

 

Many professors desire to teach a course with less material allowing them to supplement the course with projects or to spend more time on the basics. This text is shorter in length, but covers the basic components of marketing research.  Ultimately the authors made every effort to write a shorter book without sacrificing knowledge on what they consider the “basics.”  Some topics include:

 

• Understanding the marketing research industry; Pg. XX
• Steps in the marketing research process; Pg. XX
• Research design; Pg. XX
• Generalizing your sample findings to the population; Pg. XX

 

Do students find case studies helpful in learning course material for marketing research?  Have you ever used integrated case studies with data sets?

 

In the first edition, we developed an integrated case that related to students’ interests.  Our experience has shown that the “College Life E-Zine,” a case about four college graduates who want to start an e-zine targeting the college population was a good choice, and it is retained in the second edition.  Some of the cases are:

 

• Chapter 1 — “The Need to Conduct Marketing Research”; Pg. XX
• Chapter 4 — “Appropriate Use of a Focus Group”; Pg. XX
• Chapter 10 — “ Sampling Decisions”; Pg. XX
• Chapter 15 — “Organizing the Written Report”; Pg. XX

Please note: There is no CD for the instructors/students to gain access to the Excel materials for the 2^nd edition (unlike the 1^st edition).  You can visit www.prenhall.com/burnsbush and click on the XL Data Analyst link.  There you'll find the files for download along with instructions on how to use them.


This text is available for personalization in the PHCBR custom database program.  Select only the chapters you require or supplement with recommended case studies all under one cover.  CLICK HERE to go directly to the PHCBR book-build site or visit our product page for additional information at pearsoncustom.com/business.

What software for data analysis do you typically use in market research classes? Do most of your students pursue careers in marketing research post-graduation? Would you be more inclined to purchase a program that students can continue to use after the semester ends?

 

Only a small percentage of students will have access to powerful software programs designed specifically for data analysis in their future careers.  In this course students will use an Excel add-in program, XL Data Analyst™ that they can continue to use in their future, whether or not they become market researchers.  Version 2 provides useful utility features that include:

 

• Import inputs an Excel readable (csv) data file and sets up the XL Data Analyst worksheets.
• Clean-up checks for errors in the Define Variables value codes and value labels.
• Filter allows users to select subsets of data for analysis.
• Unfilter returns the full data set.

(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  [CORE TEXTS]   (Marketing)

Companion Website - Burns, 2/E
Burns & Bush
©2008 | Prentice Hall | On-line Supplement | Instock
ISBN-10: 0136034705 | ISBN-13: 9780136034704
URL:  http://www.prenhall.com/burnsbush

Companion Website - Burns, 2/E
Burns & Bush
©2008 | Prentice Hall | On-line Supplement | Instock
ISBN-10: 0136034705 | ISBN-13: 9780136034704
URL:  http://www.prenhall.com/burnsbush

Instructor's Manual, 2/E
Burns & Bush
©2008 | Prentice Hall | Paper; 264 pp | Instock
ISBN-10: 0132059592 | ISBN-13: 9780132059596
  View Downloadable Files

Instructor's Resource CD, 2/E
Burns
©2008 | Prentice Hall | CD-ROM Only | Instock
ISBN-10: 0132059975 | ISBN-13: 9780132059978
  View Downloadable Files

Test Bank, 2/E
Burns & Bush
©2008 | Prentice Hall | Paper; 250 pp | Instock
ISBN-10: 0132059959 | ISBN-13: 9780132059954
  View Downloadable Files

TestGen, 2/E
Burns & Bush
©2008 | Prentice Hall | On-line Supplement | Instock
ISBN-10: 0132060000 | ISBN-13: 9780132060004
  View Downloadable Files

Companion Website - Burns, 2/E
Burns & Bush
©2008 | Prentice Hall | On-line Supplement | Instock
ISBN-10: 0136034705 | ISBN-13: 9780136034704
URL:  http://www.prenhall.com/burnsbush

Companion Website - Burns, 2/E
Burns & Bush
©2008 | Prentice Hall | On-line Supplement | Instock
ISBN-10: 0136034705 | ISBN-13: 9780136034704
URL:  http://www.prenhall.com/burnsbush

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  ©2008 | Prentice Hall | On-line Supplement; 544 pp | Instock
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