Description

For undergraduate Marketing Research courses.

 

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 students with resources they can use in their future careers.

 

The third edition provides an improved software package–XL Data Analyst™–and includes more information on qualitative research.

 

Features

A concise presentation of marketing research fundamentals. In particular, the new edition has added significantly more information on qualitative research, a new chapter on data issues and inputting data into XL Data Analyst, and coverage of how to use new census information for a marketing research objective,
 
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 students with resources they can use in their future careers. Students may download XL Data Analyst at http://www.xldataanalyst.com/
 
Take the mystery out of data analysis: XL Data Analyst™.
XL Data Analyst uses Excel–which many students have access to–and was written expressly for conducting marketing research data analysis. This software presents traditional and classical statistical format, and output in the new easy-to-interpret format. The essence of this software is to provide output that students can immediately interpret without having to consult the statistical values. Students may download XL Data Analyst at http://www.xldataanalyst.com/
•    The XL Data Analyst has been tested and is fully compatible with Excel 2016.

NEW! Show students the concepts in action: Integrated Case with Data Set.
A new integrated case is available in the third edition—Advanced Automotive Concepts. Throughout the text, this case follows a fictitious case about a major automobile manufacturer attempting to develop fuel-efficient and environmentally friendly vehicles.
 
NEW! Help students with the report writing process: iReportWriting Assistant. This online resource contains PowerPoint presentations, templates for various aspects of a marketing research report, grammar and citation help, and an example marketing research report to use as a model. The iReportWriting Assistant can be accessed through any chapter by clicking on the Companion Website at http://wps.prenhall.com/bp_burns_bmr_3/.
 
Offer real-world insight: Ethics, Global Marketing Research, and Practical Applications. Icons in the text alert readers to information on ethical issues, examples of the global use of research, and illustrations of practical applications.
 
NEW! Spark students’ interest in the chapter material: 
•    New Chapter-Opening Vignettes capture students’ interest of marketing research at the beginning of each chapter.
•    New examples are integrated throughout the text, many of which feature marketing research industry sources.
 
 

New to this Edition

NEW! Show students the concepts in action: Integrated Case with Data Set.

A new integrated case is available in the third edition—Advanced Automotive Concepts. Throughout the text, this case follows a fictitious case about a major automobile manufacturer attempting to develop fuel-efficient and environmentally friendly vehicles.

 

NEW! Help students with the report writing process: iReportWriting Assistant. This online resourcecontains PowerPoint presentations, templates for various aspects of a marketing research report, grammar and citation help, and an example marketing research report to use as a model. The iReportWriting Assistant can be accessed through any chapter by clicking on the Companion Website at http://wps.prenhall.com/bp_burns_bmr_3/.

 

 

NEW! Spark students’ interest in the chapter material: 

• New Chapter-Opening Vignettes capture students’ interest of marketing research at the beginning of each chapter.
• New examples are integrated throughout the text, many of which feature marketing research industry sources.

Table of Contents

Brief Contents