Basic Marketing Research: Using Microsoft Excel Data Analysis, 3rd Edition

by Alvin C. Burns, Ronald F. Bush

A concise presentation of marketing research fundamentals. Basic Marketing Research uses an Excel add-in software for data analysis, an integrated case, and experiential learning exercises to present a concise introduction to market research fundamentals. This text also provides readers with resources they can use in their careers. The ISBN above is just for the standalone book, if you want the book/IBM® SPSS® 18.0 Integrated Student Version you shoud order the ISBN listed below. 0132490633 / 9780132490634 Basic Marketing Research with Excel & IBM® SPSS® 18.0 Integrated Student Version Package Package consists of 0132151715 / 9780132151719 IBM® SPSS® 18.0 Integrated Student Version 0135078229 / 9780135078228 Basic Marketing Research with Excel .

391 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.