Marketing Research: Methodological Foundations (with Qualtrics Card) / Edition 10

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Overview

Expect superior, balanced coverage of both qualitative and quantitative marketing research with this market-leading text from respected marketing authorities Dr. Dawn Iacobucci and Dr. Gilbert Churchill. Recognized as the classic authority for today's marketing research, MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, Tenth Edition, ensures the reader develops a strong conceptual as well as practical understanding of marketing research as it's practiced today. The book's thorough coverage of the six stages of the research process provides a solid marketing research framework while addressing topics and tools of emerging importance. New Qualtrics™ research activities and coverage of SPSS 17 offer first-hand practice with some of the most popular online survey tools used in business today. With its proven applications, clear presentation, and variety of timely cases, MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, Tenth Edition, serves as an exceptional learning tool for today's learners and as an invaluable reference tool for professionals throughout their careers.

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Product Details

  • ISBN-13: 9781439081013
  • Publisher: Cengage Learning
  • Publication date: 10/20/2009
  • Edition description: New Edition
  • Edition number: 10
  • Pages: 700
  • Sales rank: 256,375
  • Product dimensions: 8.20 (w) x 10.00 (h) x 1.20 (d)

Meet the Author

Dawn Iacobucci is the Bronson Ingram Professor of Marketing at the Owen Graduate School of Management, Vanderbilt University. Previously, she was the Senior Associate Dean for Owen (2008-2010) and Professor of Marketing at Kellogg (Northwestern, 1987-2004), University of Arizona (2001-2002), and Wharton (University of Pennsylvania, 2004-2007). She received her MS in Statistics and MA and PhD in Quantitative Psychology from the University of Illinois at Urbana-Champaign and her MTS from Garrett Theological Seminary. Dr. Iacobucci's research focuses on modeling dyadic interactions and social networks, customer satisfaction and service quality, and multivariate and methodological research questions. She has published in the Journal of Marketing, the Journal of Marketing Research, Harvard Business Review, the Journal of Consumer Psychology, the International Journal of Research in Marketing, Marketing Science, the Journal of Service Research, Psychometrika, Psychological Bulletin, and Social Networks. Iacobucci teaches Marketing Management, Marketing Strategy, Marketing Research, Marketing Models, Services Marketing, and New Products to MBA students and undergraduates and multivariate statistics and methodological topics in PhD seminars. Dr. Iacobucci served as editor of the Journal of Consumer Research and the Journal of Consumer Psychology. She edited Networks in Marketing, Handbook of Services Marketing and Management, Kellogg on Marketing, and Kellogg on Integrated Marketing. She is author of Marketing Management (Cengage) and Mediation Analysis (Sage) and coauthor on Gilbert Churchill's lead text on Marketing Research (Cengage). She has taught internationally and has consulted for companies such as AT&T, Yamaha, and Hewlett-Packard.

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

Part 1: MARKETINGI RESEARCH AND THE RESEARCH PROCESS. 1. Marketing Research: It's Everywhere! 2. Alternative Approaches to Marketing Intelligence. 3. The Research Process and Problem Formulation. Part 1 Cases. Case 1-1. Big Brothers of Fairfax County. Case 1-2. Using Loyalty Data at Flowers 4U. Case 1-3. E-Food and the Online Grocery Competition (A). Case 1-4. Choosing a Brand Name. Case 1-5. Moving Consumers from Awareness to Loyalty. Case 1-6. Qualitative Data from Open-Ended Survey Items: A Service Quality Example. Case 1-7. Extending a Travel Brand. Part 2: DETERMINING RESEARCH DESIGN. 4. Research Design, Exploratory Research, and Qualitative Data. 5. Descriptive Research. 6. Casual Designs. Part 2 Cases. Case 2-1. Riverside County Humane Society (A). Case 2-2. Hotstuff Computer Software (A). Case 2-3. Advertising Agency's Databank. Case 2-4. Bakhill Foods. Case 2-5. Internet Advertising and Your Brain (A). Case 2-6. Customer Relationship Management. Case 2-7. Ethnography in Practice: The Case of ESPN Zone, Chicago. Case 2-8. Brand Association Maps. Part 3: DESIGN DATA COLLECTION METHOD AND FORMS. 7. Data Collection: Secondary Data. 8. Data Collection: Primary Data. 9. Questionnaires and Data Collection Forms. 10. Attitude Measurement. 10 Appendix. Psychological Measurement. Part 3 Cases. Case 3-1. Food and the Online Grocery Competition (B). Case 3-2. Premium Pizza Inc. Case 3-3. CTM Productions (A). Case 3-4. Comparing Ads Against a Databank. Case 3-5. Measuring Magazines. Case 3-6. Secondary Data on Health from CDC. Case 3-7. Critiquing Questionnaires. Part 4: SAMPLE DESIGNS FOR DATA COLLECTION AND SAMPLE SIZE. 11. Sampling Procedures. 12. Determining Sample Size. 13. Field Procedures for Collecting the Data. Part 4 Cases. Case 4-1. Riverside County Humane Society (B). Case 4-2. Sampling Lead-Users for New Products. Case 4-3. Sampling from Your Loyalty Database. Case 4-4. International Differences in the Cost of Data. Case 4-5. Online Samples. Case 4-6. Sampling Gambling. Part 5: DATA ANALYSIS AND INTERPRETATION. 14. Preprocessing the Data, and Doing Cross-Tabs. 14 Appendix. Chi-Square and Related Indices. 15. Data Analysis—Basic Questions. 15 Appendix. Quick Stats Review. 16. Are My Groups The Same or Different? 16 Appendix. Quick Stats Review. 17. Are These Variables Related? 18. Multivariate Data Analysis. 18 Appendix. More Multivariate Statistical Techniques. Part 5 Cases. Case 5-1. CTM Productions (B). Case 5-2. E-Food and the Online Grocery Competition (C). Case 5-3. Internet Advertising and Your Brain (B). Case 5-4. A Picture is Worth a Megabyte of Words: Census Data and Trends in Lifestyle Purchases. Case 5-5. CountryCable: Customer Satisfaction Survey Data. Case 5-6. Teeth Whitening Conjoint Study. Case 5-7. Sports Marketing and Television Programming. Case 5-8. Repositioning a Brand. Case 5-9. Conjoint—Branding and Pricing. Case 5-10. Segmentation Study. Part 6: THE RESEARCH REPORT. 19. The Research Report.

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