Marketing research
Subtitle: methodological foundations
By: Dawn Iacobucci, Gilbert A. Churchill, Jr
Contributors: Churchill, Gilbert A.
Edition: 10th ed., International edition,
Publisher: South-Western Cengage Learning
Published: 2010
Place of publication: Australia; Mason, OH
Language: eng
Number of pages: 604
ISBN-13: 9781439081013; 9780538743778
Subjects: Marketing research; Marketing; Methodology; Consumers; Management
Description: This book attempts to serve both the marketing manager and marketing researchers through its basic organization around the stages of the research process: formulate the problem, determine the research design, design the data-collection methid and forms, design the sample and collect the data, analyze and interpret the data, and prepare the research report.
Notes: Includes index.

9th edition authored-- Gilbert A. Churchill, Jr.

Includes bibliographical references and indexes.
Table of contents: title: Marketing Research: It's Everywhere!; title: Alternative Approaches to Marketing Intelligence; title: The Research Process and Problem Formulation; title: Research Design, Exploratory Research, and Qualitative Data; title: Descriptive Research; title: Casual Designs; title: Data Collection: Secondary Data; title: Data Collection: Primary Data; title: Questionnaires and Data Collection Forms.; title: Attitude Measurement; title: Sampling Procedures; title: Determining Sample Size; title: Field Procedures for Collecting the Data; title: Preprocessing the Data, and Doing Cross-Tabs; title: Chi-Square and Related Indices; title: Data Analysis-Basic Questions; title: Are My Groups The Same or Different?; title: Are These Variables Related?; title: Multivariate Data Analysis; title: The Research Report.