000 02662pam a2200253 a 4500
001 vtls000001842
003 VRT
005 20250102224909.0
008 081110s2005 ohu | 001 0 eng d
020 _a0324225091 (International ed.)
039 9 _a201402040055
_bVLOAD
_c201006211103
_dmalmash
_c200811121400
_dvenkatrajand
_c200811101309
_dmusallam
_y200811101306
_zmusallam
050 _aHF5415.2
_b.C5 2005
100 1 _aChurchill, Gilbert A.
_937862
245 1 0 _aMarketing Research :
_bMethodological Foundations /
_cGilbert Churchill, Jr., Dawn Iacobucci
250 _a9th ed.
260 _aMason, Ohio ;
_aUnited Kingdom:
_bThomson-South-Western,
_c2005.
300 _axxii, 697 p. :
_bill. ;
_c26 cm.
500 _aPrevious ed.: Fort Worth: Harcourt College, 2002.
500 _aIncludes index.
505 _aPart 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.
520 _aThis 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.
650 0 _aMarketing research.
_918210
942 _2lcc
_n0
_cBK
999 _c23257
_d23257