Marketing Research: Methodological Foundations [With Infotrac] / Edition 9 available in Hardcover
- Pub. Date:
- Cengage Learning
Do you know the six stages of successful marketing research? Find out with MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS. Inside you'll learn about all stages, plus how to make them work for you in real-world situations. This textbook continues to be the market leader because of its balanced coverage and its easy-to-understand presentation. Get a solid foundation in class and preparation for the future.
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About the Author
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.
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.
Table of Contents
Part I: MARKETING RESEARCH, THE RESEARCH PROCESS AND PROBLEM DEFINITION. 1. Marketing Research: A Pervasive Activity. 2. Alternative Approaches to Marketing Intelligence. 3. The Research Process and Problem Formulation. Cases for Part 1. Part II: DETERMINE RESEARCH DESIGN. 4. Research Design. 5. Causal Designs. Cases for Part 2. Part III: DESIGN DATA-COLLECTION METHOD AND FORMS. 6. Data Collection: Secondary Data. Appendix 6A: Secondary Data Sources. 7. Data Collection: Primary Data. 8. Data-Collection Forms. 9. Attitude Measurement. Appendix 9A: Psychological Measurement. Cases for Part 3. Part IV: SAMPLE DESIGN AND DATA COLLECTION. 10. Sampling Procedures. 11. Sample Size. 12. Collecting the Data: Field Procedures and Nonsampling Errors. Cases for Part 4. Part V: ANALYSIS AND INTERPRETATION OF DATA. 13. Data Analysis: Preliminary Steps. Appendix 13A: Chi-Square Tests. Appendix 13B: Avery Sporting Goods. 14. Data Analysis: Basic Questions. Appendix 14A: Hypothesis Testing. 15. Data Analysis: Examination of Differences. Appendix 15A: Analysis of Variance. Appendix 15B: Analysis of Catalog-Buying Data. 16. Data Analysis: Investigation of Association. Appendix 16A: Nonparametric Measures of Association. Appendix 16B: Analysis of Catalog-Buying Data. 17. Multivariate Data Analysis: Discriminant Analysis, Factor Analysis, Cluster Analysis, and Multidimensional Scaling. Appendix 17A: More Multivariate Statistical Techniques. Appendix 17B: Analysis of Catalog-Buying Data. Cases for Part 5. Part VI: THE RESEARCH REPORT. 18. The Research Report.