Churchill, Gilbert A. <br/><br/>
Marketing research :  methodological foundations / 
Gilbert A. Churchill. 
 - Internat. 6th. ed. 
 - Fort Worth :  HB Dryden,U.S.,  1994. 
 - xxxiv, 1117, [40] p. :  ill. ;  24 cm. +  pbk. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>0030125588 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing research
<br/><br/><label>Dewey Class. No.: </label>658.83