Marketing research : methodological foundations / Gilbert A. Churchill.
By: Churchill, Gilbert A.
Material type: BookPublisher: Fort Worth : HB Dryden,U.S., 1994Edition: Internat. 6th. ed.Description: xxxiv, 1117, [40] p. : ill. ; 24 cm. + pbk.ISBN: 0030125588.Subject(s): Marketing researchDDC classification: 658.83Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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General Lending | MTU Bishopstown Library Lending | 658.83 (Browse shelf(Opens below)) | 1 | Available | 00016470 |
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Enhanced descriptions from Syndetics:
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.
Includes bibliographical references and index.
Part 1: Marketing research, the research process and problem definition -- Marketing research: A pervasive activity -- Alternative approaches to marketing intelligence -- The research process and problem formulation -- Part 2: Determine research design -- Research design -- Causal designs -- Part 3: Design data collection method and forms -- Data collection: Secondary data -- Data collection: Primary data -- Data collection forms -- Attitude measurement -- Part 4: Sample design and data collection -- Sampling procedures -- Sample size -- Collecting the data: Field procedures and nonsampling errors -- Part 5: Analysis and interpretation of data -- Data analysis: Preliminary steps -- Data analysis: Basic questions -- Data analysis: Examination of differences -- Data analysis: Investigation of association -- Data analysis: Discriminant, factor and cluster analysis -- Part 6: The research report -- The research report.
Table of contents provided by Syndetics
- 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