A Customized Excel Data Analysis System for Use in Undergraduate Marketing Research


  • Alvin C. Burns
  • Keith R. Burns
  • Ronald F. Bush
  • Jeanne M. Burns


This paper describes the difficulties marketing research that instructors encounter when using statistical software packages. One of the difficulties in teaching arises from the nature of the statistical software packages available. Specifically, standard output in these packages generates many values by default. Students must learn “where to find” the values important for their particular analysis. Also, there are many options which may be selected to run a single procedure, and these are confusing to students. A third problem lies in using the output tables in word processing software. This paper presents a new type of data analysis software, XL Data Analyst, which overcomes these problems. The XL Data Analyst’s features and output are compared with SPSS.