Marketing Research: Methodological Foundations (Book Only) / Edition 10

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2009 Hard cover 10th ed. Fine. Sewn binding. Cloth over boards. 624 p.

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This market leader has established itself as a classic through seven previous editions by presenting superior, balanced coverage of both the qualitative and quantitative aspects of marketing research. The six stages of the research process provide a solid framework to ensure the development of students' conceptual and practical understanding of marketing research. It may be used for both upper-division undergraduate and graduate level courses.
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Editorial Reviews

Organized around the stages of the research process, this standard textbook provides a balance of the qualitative and quantitative aspects of marketing research. Cases are supported by computerized data bases reflecting actual company situations and studies. Annotation c. Book News, Inc., Portland, OR (
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Product Details

  • ISBN-13: 9780324359954
  • Publisher: Cengage Learning
  • Publication date: 10/20/2009
  • Edition number: 10
  • Pages: 624
  • Product dimensions: 8.00 (w) x 10.00 (h) x 1.10 (d)

Meet the Author

A renowned expert on networks, customer satisfaction and service marketing, and quantitative psychological research, Dr. Dawn Iacobucci is the E. Bronson Ingram Professor of Marketing and the Associate Dean for Faculty at the Owen Graduate School of Management, Vanderbilt University. She has previously served as Professor of Marketing at the Kellogg School of Management, Northwestern University. She has also served as the Coca-Cola Distinguished Professor of Marketing, Professor of Psychology and Head of the Marketing Department of the University of Arizona as well as the John Pomerantz Professor of Marketing at Wharton, the University of Pennsylvania. She received her M.S. in Statistics, and M.A. and Ph.D. in Quantitative Psychology from the University of Illinois at Urbana-Champaign. Her research focuses on the modeling of dyadic interactions and social networks, the conceptualization and measurement of customer satisfaction and service quality, and multivariate and methodological research questions. Dr. Iacobucci has published in a variety of journals including the JOURNAL OF MARKETING, the JOURNAL OF MARKETING RESEARCH, HARVARD BUSINESS REVIEW, JOURNAL OF CONSUMER PSYCHOLOGY, INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, MARKETING SCIENCE, JOURNAL OF SERVICE RESEARCH, PSYCHOMETRIKA, PSYCHOLOGICAL BULLETIN, and SOCIAL NETWORKS. Dr. Iacobucci is recent editor of both the JOURNAL OF CONSUMER RESEARCH and JOURNAL OF CONSUMER PSYCHOLOGY. She has edited several books related to marketing and authored a book covering mediation analysis. Dr. Iacobucci has taught internationally and has consulted extensively for several top companies, including Bryan Cave LLP, AT&T, Knowles Electronics, First Chicago, Yamaha, and Hewlett-Packard. Her research has been recognized with numerous grants, awards, and distinctions, including a National Science Foundation Award.

A recognized leader in the field of marketing research, Gilbert A. Churchill, Jr., joined the University of Wisconsin faculty after receiving his D.B.A. from Indiana University in 1966. Professor Churchill was named Distinguished Marketing Educator by the American Marketing Association in 1986, the second individual so honored. This lifetime achievement award recognizes and honors a living marketing educator for distinguished service and outstanding contributions in the field of marketing education. Professor Churchill was also awarded the Academy of Marketing Science's lifetime achievement award in 1993 for his significant scholarly contributions. In 1996, he received a Paul D. Converse Award, which is given to the most influential marketing scholars, as judged by a national jury drawn from universities, businesses, and government. Also in 1996, the Marketing Research Group of the American Marketing Association established the Gilbert A. Churchill, Jr. Lifetime Achievement Award, which is awarded each year to an individual who has made significant contributions to marketing research. Dr. Churchill is a past recipient of the yearly William O'Dell Award for an outstanding article in the JOURNAL OF MARKETING RESEARCH. He has also been a finalist for the award five additional times. He is a co-author of the most and third-most influential articles of the past century in sales management, as judged by a panel of experts in the field. His articles have appeared in such publications as the JOURNAL OF MARKETING RESEARCH, JOURNAL OF MARKETING, JOURNAL OF CONSUMER RESEARCH, JOURNAL OF RETAILING, JOURNAL OF BUSINESS RESEARCH, DECISION SCIENCES, TECHNOMETRICS, and ORGANIZATIONAL BEHAVIOR AND HUMAN PERFORMANCE.

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Table of Contents

Pt. 1 Marketing Research, the Research Process, and Problem Definition 1
1 Marketing Research: A Pervasive Activity 2
2 Alternative Approaches to Marketing Intelligence 27
Appendix 2A: Marketing Research Ethics 55
3 The Research Process and Problem Formulation 79
Appendix 3A: Bayesian Decision Theory 112
Pt. 2 Determine Research Design 143
4 Research Design 144
5 Causal Designs 190
Pt. 3 Design Data Collection Method and Forms 269
6 Data Collection: Secondary Data 270
Appendix 6A: Secondary Data 318
7 Data Collection: Primary Data 336
8 Data Collection Forms 396
9 Attitude Measurement 451
Appendix 9A: Perceptual Mapping 490
Appendix 9B: Conjoint Measurement 505
Appendix 9C: Psychological Measurement 525
Pt. 4 Sample Design and Data Collection 573
10 Sampling Procedures 574
11 Sample Size 628
12 Collecting the Data: Field Procedures and Nonsampling Errors 652
Pt. 5 Analysis and Interpretation of Data 735
13 Data Analysis: Preliminary Steps 736
Appendix 13A: Avery Sporting Goods 784
14 Data Analysis: Basic Questions 798
Appendix 14A: Hypothesis Testing 821
15 Data Analysis: Examination of Differences 837
Appendix 15A: Analysis of Variance 862
Appendix 15B: Analysis of Catalog Buying Data 883
16 Data Analysis: Investigation of Association 887
Appendix 16A: Nonparametric Measures of Association 921
Appendix 16B: Analysis of Catalog-Buying Data 937
17 Data Analysis: Discriminant, Factor, and Cluster Analysis 940
Appendix 17A: Analysis of Catalog-Buying Data 1021
Pt. 6 The Research Report 1079
18 The Research Report 1080
Epilogue 1114
Appendix A Cumulative Standard Unit Normal Distribution A-1
Appendix B Selected Percentiles of the X[superscript 2] Distribution A-2
Appendix C Upper Percentiles of the t Distribution A-3
Appendix D Selected Percentiles of the F Distribution A-4
Glossary G-1
Index I-1
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