MTU Cork Library Catalogue

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Marketing research : methodological foundations / Gilbert A. Churchill.

By: Churchill, Gilbert A.
Material type: materialTypeLabelBookPublisher: 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: 658.83
Contents:
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.
Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
General Lending MTU Bishopstown Library Lending 658.83 (Browse shelf(Opens below)) 1 Available 00016470
Total holds: 0

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

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