Alvin C. Burns Books

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(TM)-and includes more information on qualitative research.