Leveraging Excel for Advanced Marketing Research

Author: Rong Taisheng
Publisher:
Publish Date: 2005-04-01
Features: For students, the ability to flexibly use the data analysis tools provided by Excel is sufficient to meet the needs of statistical analysis for thematic research. It enables students to gain a deep understanding of what problems this statistical technique is suitable for solving, its limitations in application, how to interpret the statistical results generated, and the important implications of these interpretations for business strategy, etc. Based on this, the book focuses on "making decisions." Each chapter's case studies also have a "business strategy orientation" to help readers fully grasp the concepts and become skilled decision-makers. The target audience mainly includes personnel responsible for management, planning, design, administration, and business in commercial practice, as well as self-learners. The data analysis methods explained in the book, such as descriptive statistics, mean test, variance analysis, independence test, and multiple regression analysis, are very helpful for market research data analysis. Managers in various departments of enterprises can also use decision-support tools such as goal seeking, calculation tables, analysis templates, and solver to increase their decision-making efficiency. If you can flexibly use the data analysis tools provided by Excel, it is sufficient to meet the needs of statistical analysis for thematic research. To enable readers to gain a deep understanding of what problems this statistical technique is suitable for solving, its limitations in application, how to interpret the statistical results generated, and the important implications of these interpretations for business strategy; based on this, the book focuses on "making decisions," and each chapter's case studies also have a "business strategy orientation" to help readers fully grasp the concepts and become skilled decision-makers. For personnel responsible for management, planning, design, administration, and business in commercial practice, as well as self-learners, the data analysis methods explained in the book, such as descriptive statistics, mean test, variance analysis, independence test, and multiple regression analysis, are all very helpful for market research data analysis. Managers in various departments of enterprises can also use decision-support tools such as goal seeking, calculation tables, analysis templates, and solver to increase their decision-making efficiency.