Basic Marketing Research with InfoTrac / Edition 5

Basic Marketing Research with InfoTrac / Edition 5

by Gilbert A. Churchill, Tom J. Brown
     
 

ISBN-10: 0324190972

ISBN-13: 9780324190977

Pub. Date: 04/22/2003

Publisher: Cengage Learning

This best-selling introductory marketing research text has undergone a complete transition in the fifth edition, making it completely accessible to students while still retaining one of it's greatest features- it's level of relevant and important information. Take a look at this revised text and you'll see how we combined a true managerial and decision-making

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Overview

This best-selling introductory marketing research text has undergone a complete transition in the fifth edition, making it completely accessible to students while still retaining one of it's greatest features- it's level of relevant and important information. Take a look at this revised text and you'll see how we combined a true managerial and decision-making emphasis, with the most thorough explanation of what marketing research is, and how marketing research is done. This text will give your students a complete understanding of the modern practice of marketing research from the formulation of a question to the presentation of the results.

Product Details

ISBN-13:
9780324190977
Publisher:
Cengage Learning
Publication date:
04/22/2003
Edition description:
College Edition
Pages:
768
Product dimensions:
8.70(w) x 11.20(h) x 1.30(d)

Table of Contents

PART I. INTRODUCTION TO MARKETING RESEARCH AND PROBLEM DEFINITION 1. Role of Marketing Research 2. Gathering Marketing Intelligence 3. Process of Marketing Research 4. Problem Formation PART II. RESEARCH DESIGN 5. Types of Research Design and Exploratory Research 6. Descriptive and Causal Research Designs PART III. DATA-COLLECTION METHODS 7. Secondary Data 8. Standardized Marketing Information Services 9. Collecting Primary Data 10. Collecting Information by Communication 11. Collecting Information by Observation PART IV. DATA COLLECTION FORMS 12. Designing the Questionnaire or Observation Form 13. Measurement Basics 14. Measuring Attitudes, Perceptions, and Preferences PART V. SAMPLING AND DATA COLLECTION 15. Sampling Basics, Nonprobability and Simple Random Samples 16. Stratified and Cluster Sampling 17. Sample Size 18. Collecting the Data: Nonsampling Errors and Response Rate Calculation PART VI. DATA ANALYSIS 19. Data Analysis: Preliminary Steps 20. Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing 21. Data Analysis: Analyzing Multiple Variables Simultaneously PART VII. RESEARCH REPORTS 22. The Written Research Report 23. The Oral Research Report

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