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Basic Marketing Research

Basic Marketing Research - 7th edition

Basic Marketing Research - 7th edition

ISBN13: 9781439041390

ISBN10: 1439041393

Basic Marketing Research by Gilbert A. Churchill - ISBN 9781439041390
Cover type: Hardback
Edition: 7TH 10
Copyright: 2010
Publisher: South-Western Publishing Co.
Published: 2010
International: No
Basic Marketing Research by Gilbert A. Churchill - ISBN 9781439041390

ISBN13: 9781439041390

ISBN10: 1439041393

Cover type: Hardback
Edition: 7TH 10

List price: $363.00

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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.

Table of Contents

Table of Contents

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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