全书9章，以营销调研过程为逻辑主线，将营销调研的基本理论和方法工具应用于各阶段的业务活动。是第一本运用excel的分析工具进行营销调研介绍的教材，针对营销调研关键主题和概念，采用了当前专业调研的真实案例，以简洁易读的方式阐述了营销调研的基础知识。

Brief Contents
Preface
Chapter 1 An Introduction to Marketing Research
Chapter 2 The Marketing Research Industry
Chapter 3 The Marketing Research Process—Defining the Problem and the Research Objectives
Chapter 4 Research Design Alternatives and Qualitative Research
Chapter 5 Information Types and Sources: Secondary Data and Standardized Information
Chapter 6 Data Collection Methods
Chapter 7 Measurement Scales
Chapter 8 Designing Data Collection Forms
Chapter 9 Determining Sample Size and the Sample Plan
Chapter 10 Data Issues and Inputting Data into XL Data Analyst
Chapter 11 Summarizing Your Data
Chapter 12 Generalizing Your Findings
Chapter 13 Finding Differences
Chapter 14 Determining Relationships
Chapter 15 Preparing and Presenting Your Research Report

Alvin C. Burns is the Ourso Distinguished Chair of Marketing and Chairperson of Marketing in the E.J. Ourso College of Business at Louisiana State University. He received his doctorate in marketing from Indiana University and an MBA from the University of Tennessee. Professor Burns has taught undergraduate and master’s level courses and doctoral seminars in marketing research for over 35 years. During this time period, he has supervised a great many marketing research projects conducted for business-to-consumer, business-to-business, and not-for-profit organizations.