Excel 2003 in the Application of Marketing

Author: Guo Xiuhua
Publisher:
Publish Date: 2005-01-01
Features: This book presents the analysis methods of marketing research data in a visually appealing and comprehensive manner, using the new Excel 2003 version. It provides a detailed and accessible introduction to the analysis of marketing research data. From the design of research questionnaires, the control of various stages in collecting questionnaires, to the entry, organization, analysis, and summarization of research findings, it forms a complete system. The book is divided into 10 chapters, including: Introduction to Excel 2003, Marketing Research, Inputting Questionnaires and Establishing a Database, Statistical Description of Marketing Research Data, Statistical Charts in Marketing Data Analysis, Hypothesis Testing of Qualitative Marketing Data, Hypothesis Testing of Quantitative Marketing Data, Multivariate Data Analysis in Marketing, Marketing Forecasting, and Marketing Research Report. The accompanying CD-ROM contains the source files of the examples in the book. This book can serve as a training textbook for fields such as marketing, finance, and accounting, as well as a course textbook for students of various levels in marketing. It is particularly suitable for individuals working in the field of economic management, especially in marketing, to self-study.