Basic Marketing Research with Excel.

by Alvin C. Burns, Ronald F. Bush

This work 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.

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.