Biblioteca UNEATLANTICO catalog › Details for: Marketing research : tenth edition, global edition

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Marketing research : tenth edition, global edition / Alvin C. Burns, Ann Veeck

By: Burns, Alvin C

Contributor(s): VeecK, Ann coautor

Publisher: Harlow, Essex : Pearson, 2026Description: 394 p. : il. col. ; 28 cmISBN: 9781292762753Subject(s): Marketing

Contents:

Introduction to Marketing Research The Marketing Research Process Research Design Secondary Data Qualitative Research Techniques Evaluating Survey Data Collection Methods Understanding Measurement, Developing Questions, and Designing the Questionnaire Sample Size and Sample Selection Data Quality Issues and Datasets Performing Descriptive Analysis, Computing Confidence Intervals, and Testing Hypotheses Implementing Basic Differences Tests Making Use of Associations Tests Understanding Regression Analysis Basics Communicating Insights

Summary: Marketing Research offers a conceptual introduction to marketing research. It presents basic statistical techniques for analyzing market data, while equipping you with relevant job skills. Emphasizing practical applications, the authors explore global forces shaping marketing research today, including technological and philosophical influences such as AI and big data. The 10th Edition was condensed to focus on the most essential tools and concepts. It adds XL Data Analyst, Excel-based analysis available to you at no added cost. A new Homespread Restaurant case study with an integrated dataset connects concepts across chapters while letting you participate in a complete marketing research project.

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Title notes

Item type	Current location	Collection	Call number	Status	Date due	Barcode	Course reserves
Libro	Biblioteca Universidad Europea del Atlántico Fondo General	No ficción	658.8 BUR mar	Checked out	17/11/2026	4978	Investigación de Mercados

Introduction to Marketing Research
The Marketing Research Process
Research Design
Secondary Data
Qualitative Research Techniques
Evaluating Survey Data Collection Methods
Understanding Measurement, Developing Questions, and Designing the Questionnaire
Sample Size and Sample Selection
Data Quality Issues and Datasets
Performing Descriptive Analysis, Computing Confidence Intervals, and Testing Hypotheses
Implementing Basic Differences Tests
Making Use of Associations Tests
Understanding Regression Analysis Basics
Communicating Insights

Marketing Research offers a conceptual introduction to marketing research. It presents basic statistical techniques for analyzing market data, while equipping you with relevant job skills. Emphasizing practical applications, the authors explore global forces shaping marketing research today, including technological and philosophical influences such as AI and big data.

The 10th Edition was condensed to focus on the most essential tools and concepts. It adds XL Data Analyst, Excel-based analysis available to you at no added cost. A new Homespread Restaurant case study with an integrated dataset connects concepts across chapters while letting you participate in a complete marketing research project.