Marketing Research : Methodological Foundations / Gilbert Churchill, Jr., Dawn Iacobucci
Material type:
TextPublication details: Mason, Ohio ; United Kingdom: Thomson-South-Western, 2005.Edition: 9th edDescription: xxii, 697 p. : ill. ; 26 cmISBN: - 0324225091 (International ed.)
- HF5415.2 .C5 2005
| Item type | Current library | Call number | Copy number | Status | Barcode | |
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| Books | Library First Floor | HF5415.2 .C5 2005 (Browse shelf(Opens below)) | 1 | Available | 7675 |
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| HF54152 .B677 2008. التنبؤ بالمبيعات بين النظرية والتطبيق/ | HF54152 B7785 2004 Marketing Research an Applied Orientation/ | HF5415.2 .C49 2004 Basic Marketing Research / | HF5415.2 .C5 2005 Marketing Research : Methodological Foundations / | HF5415.2 .M288 2005 Basic Marketing Research : A Decision-Making Approach / | HF5415.2 .M33 2018 Marketing research / | HF5415.2 .M36 2013 Basic MArketing Research / |
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.
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