Business & Economics Books:

Basic Marketing Research



Customer rating

Click to share your rating 0 ratings (0.0/5.0 average) Thanks for your vote!

Share this product

Basic Marketing Research by Alvin C. Burns
Sorry, this product is not currently available to order


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.

Table of Contents

(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.
Release date NZ
December 13th, 2007
Country of Publication
United States
2nd revised United States ed
Prentice Hall
Product ID

Customer reviews

Nobody has reviewed this product yet. You could be the first!

Write a Review

Marketplace listings

There are no Marketplace listings available for this product currently.
Already own it? Create a free listing and pay just 9% commission when it sells!

Sell Yours Here

Help & options

  • If you think we've made a mistake or omitted details, please send us your feedback. Send Feedback
  • If you have a question or problem with this product, visit our Help section. Get Help
Filed under...

Buy this and earn 1,315 Banana Points