Basic Marketing Research (with Qualtrics Printed Access Card)
by Churchill, Gilbert A.; Brown, Tom J.; Suter, Tracy A.Edition: 7th
Format: Hardcover
Pub. Date: 2009-04-22
Publisher(s): South-Western College Pub
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List Price: $391.06
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Summary
Why is BASIC MARKETING RESEARCH the best-selling marketing textbook? Because it's written to your perspective as a student. Authors Churchill and Brown know that for a marketing textbook to be effective, students have to be able to understand it. And they've achieved that time and again. This edition is packed with the features that made it a best-seller in the first place, from study tools to updated content to an easy-to-read writing style. Plus, in this volume you'll learn more about how experts gather data and how to use it yourself to turn greater profits.
Table of Contents
| Introduction To Marketing Research And Problem Definition | |
| Role of Marketing Research | |
| Gathering Marketing Intelligence: The Systems Approach | |
| Gathering Marketing Intelligence: The Project Approach | |
| Problem Formulation | |
| Research Design | |
| Types of Research Design and Exploratory Research | |
| Descriptive and Causal Research Designs. | |
| Data Collection Methods | |
| Secondary Data | |
| Standardized Marketing Information Services | |
| Collecting Primary Data | |
| Collecting Information by Communication | |
| Collecting Information by Observation | |
| Data Collection Forms | |
| Asking Good Questions: Measurement Basics | |
| Measuring Attitudes and Other Variables | |
| Designing the Questionnaire or Observation Form | |
| Sampling And Data Collection | |
| Developing the Sampling Plan | |
| Determining Sample Size | |
| Collecting the Data: Nonsampling Errors and Response Rate Calculation | |
| Data Analysis | |
| Data Analysis: Preliminary Steps | |
| Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing | |
| Data Analysis: Analyzing Multiple Variables Simultaneously | |
| Research Reports | |
| The Research Report | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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