Overview

Marketing Research for Managerial Decision Making: Data Analytics Using Microsoft Excel examines the role of marketing research in helping marketing managers make marketing decisions. In addition to describing important marketing research concepts, terms, techniques, and procedures, this book contains a number of MiniCases and Discussion Questions at the end of each chapter which provide the reader with an increased understanding of, and experience with, various aspects of a research project. This book also explains and illustrates how to use Microsoft® Excel to perform data analytics; including Pivot Tables, descriptive statistics, cross-tabs and chi-square, correlations, regression, t-tests, and ANOVA. Included are 34 individual analytics exercises for analyzing marketing research data. A separate Excel dataset accompanies each of these data analytics exercises. In addition to these exercises, 10 larger cases from a variety of industries and businesses allow the reader to apply multiple analytical techniques to larger and more complex marketing related situations. As with the smaller analytical exercises, a separate dataset accompanies each of these cases.

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