Marketing Research : Methodological Foundations /
Churchill, Gilbert A.
Marketing Research : Methodological Foundations / Gilbert Churchill, Jr., Dawn Iacobucci - 9th ed. - Mason, Ohio ; United Kingdom: Thomson-South-Western, 2005. - xxii, 697 p. : ill. ; 26 cm.
Previous ed.: Fort Worth: Harcourt College, 2002. Includes index.
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.
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.
0324225091 (International ed.)
Marketing research.
HF5415.2 / .C5 2005
Marketing Research : Methodological Foundations / Gilbert Churchill, Jr., Dawn Iacobucci - 9th ed. - Mason, Ohio ; United Kingdom: Thomson-South-Western, 2005. - xxii, 697 p. : ill. ; 26 cm.
Previous ed.: Fort Worth: Harcourt College, 2002. Includes index.
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.
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.
0324225091 (International ed.)
Marketing research.
HF5415.2 / .C5 2005