ISBN13:978-1439041390 ISBN10: 1439041393 This edition has also been released as: ISBN13: 978-0324599343 ISBN10: 032459934X
Summary: 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 ab
out how experts gather data and how to use it yourself to turn greater profits.
Summary: 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. ...show less
Part I: 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 Formulation. Part II: RESEARCH DESIGN. 5. Types of Research Design and Exploratory Research. 6. Descriptive and Causal Research Designs. Part III: 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 IV: DATA COLLECTION FORMS. 12. Asking Good Questions: Measurement Basics. 13. Measuring Attitudes and Other Variables. 14. Designing the Questionnaire or Observation Form. Part V: SAMPLING AND DATA COLLECTION. 15. Developing the Sampling Plan. 16. Determining Sample Size. 17. Collecting the Data: Nonsampling Errors and Response Rate Calculation. Part VI: 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 VII: RESEARCH REPORTS. 21. The Research Report.
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