Basic marketing research / Gilbert A. Churchill.
By: Churchill, Gilbert A.
Material type: BookPublisher: Fort Worth : Dryden Press, 1992Edition: 2nd ed.Description: xxi, 837 p. ; 26 cm.ISBN: 0030540178 ; 0030753783.Subject(s): Marketing researchDDC classification: 658.83Item 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 | 00068532 |
Enhanced descriptions from Syndetics:
Why is BASIC MARKETING RESEARCH the best-selling marketing textbook? Because it's written to your perspective as a student. Authors Churchill and Brown know that for a marketing textbook to be effective, students have to be able to understand it. And they've achieved that time and again. This edition is packed with the features that made it a best-seller in the first place, from study tools to updated content to an easy-to-read writing style. Plus, in this volume you'll learn more about how experts gather data and how to use it yourself to turn greater profits.
Previous ed.: 1988.
Includes bibliographical references and index.
Part One: Introduction to marketing research and problem definition -- Part Two: Research design -- Part Three: Data-collection methods -- Part Four: Data-collection forms -- Part Five: Sampling and data collection -- Part Six: Data analysis -- Part Seven: Research reports.
Table of contents provided by Syndetics
- Part One Introduction To Marketing Research And Problem Definition
- 1 Role of Marketing Research
- 2 Gathering Marketing Intelligence: The Systems Approach
- 3 Gathering Marketing Intelligence: The Project Approach
- 4 Problem Formation
- Part TWO Research Design
- 5 Types of Research Design and Exploratory Research
- 6 Descriptive and Causal Research Designs
- Part Three Data-Collection Methods
- 7 Secondary Data
- 8 Standardized Marketing Information Services
- 9 Collecting Primary Data
- 10 Collecting Information by Communication
- 11 Collecting Information by Observation
- Part four Data Collection Forms
- 12 Designing the Questionnaire or Observation Form
- 13 Measurement Basics
- 14 Measuring Attitudes, Perceptions, and Preferences
- Part Five Sampling And Data Collection
- 15 Sampling Basics and Methods
- 16 Sample Size
- 17 Collecting the Data: Nonsampling Errors and Response Rate Calculation
- Part Six Data Analysis
- 18 Data Analysis: Preliminary Steps
- 19 Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing
- 20 Data Analysis: Analyzing Multiple Variables Simultaneously
- Part Seven Research Reports
- 21 The Written Research Report
- 22 The Oral Research Report