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Basic Marketing Research

Basic Marketing Research - 6th edition

Basic Marketing Research - 6th edition

ISBN13: 9780324305418

ISBN10: 0324305419

Basic Marketing Research by Gilbert A. Churchill and Tom J. Brown - ISBN 9780324305418
Edition: 6TH 07
Copyright: 2007
Publisher: South-Western Publishing Co.
International: No
Basic Marketing Research by Gilbert A. Churchill and Tom J. Brown - ISBN 9780324305418

ISBN13: 9780324305418

ISBN10: 0324305419

Edition: 6TH 07

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This best-selling introductory marketing research text has undergone further transition in the sixth edition to make it even more accessible to students while still retaining its level of coverage. BASIC MARKETING RESEARCH provides a framework for the choices and decisions that must be made. This is important, because decisions made in one stage of the research process have consequences for other stages. Managers and marketing researchers both need to appreciate the interactions among the parts of the research process so they can have confidence in a particular research result. .The goal of this edition was to produce a readable book that overviews the information gathering function from the perspective of both researchers who gather the information and marketing managers who use the information.


  • NEW! Managerial Framework: This edition serves both aspiring managers and researchers by breaking the research process down into the basic stages that must be followed when answering a research question. These stages allow marketing research to be broken digestible bites, demonstrating and reinforcing how the individual bits and pieces of research technique fit into a larger whole, and finally allowing the instructor flexibility with respect to the order in which the parts of the marketing research process may be covered.
  • NEW! Additional Cases on the Web: Instructors have the option to assign additional cases not included in the sixth edition text to reinforce and apply the texts concepts.
  • Managerial Emphasis: Chapter One, "Role of Marketing Research" has been revised so that readers see that marketing research is not only about the quantitative data, but also shows how marketing research applies to decisions that they may make, whether it be business or personal.
  • Reworked Chapters on Problem Formulation and Measurement: Chapter Four, "Problem Formulation," has been revised to provide much more structure to material students often struggle with.
  • Data Collection Focus: Chapters 18 19 and 20 present a straightforward overview of practical issues in data collection and the beginning stages of data analysis. While, the previous edition focused on technical or theoretical details, often to the exclusion of practical considerations, these completely revised chapters now focus on important information like building codebooks, entering data, what to do about missing data, and calculating response rates.
  • Technically Speaking: These are placed where appropriate to provide readers with additional detailed information about some of the technical topics presented, such as Brand-Switching Analysis (chapter 6) and Operation of the Randomized-Response Model (chapter 14).
  • Data sets on Website: Found on the texts' website, students are provided with the data sets that they will need in order to complete selected end-of-part cases. These data sets are available for SPSS and Excel.
  • Research Window: The Research Windows provide a view of what is happening in the world of marketing research, describe what is happening at specific companies, and offer some specific how-to tips. They serve to engage readers' interest in the chapter topic, and to provide further depth of information.
  • Ethical Dilemma: Integrated throughout the text, these boxes provide readers with insights on various ethical issues arising in the field of marketing research.
  • Research Project: At the end of each part readers have the opportunity to do a research project that is discussed throughout the text. The project concerns retailers' attitudes toward advertising in various media. This continuing project provides readers with a real, hands-on perspective as to how research is actually conducted.
  • Learning Objectives: A set of learning objectives in each chapter highlights the most important topics covered in the chapter. The learning objectives are repeated in the margins in the chapter where the topics are discussed, and are then reinforced in point by point the chapter summary.
  • NEW! Up-to-Date Coverage of Topics: The new edition includes expanded or new information on topics such as regression, sample size issues, math index measures, sales forecasting, attitude measurement, and the use of the Internet providing readers with the most up-to-date and complete information available.
  • NEW! The Manager's Focus: These short sections throughout each chapter provide insights into how the information in a particular section is relevant to marketing managers. The goal is to emphasize the role of marketing managers in the research process and to offer guidelines for achieving the most usable results. Some examples include how to determine if a focus group is useful (chapter 5), understanding different levels of measurement (chapter 12), and how non-sampling errors enter a study (chapter 17).
  • NEW! Real-World Emphasis: Chapter 4 includes a presentation of the marketing research process that Visa managers used to devise and test a new brand mark. Visa managers worked with us to develop a thorough overview of the process they employed. In this chapter we also include an example of a research request agreement used in a project for a not-for-profit organization.
  • NEW! Real-World Interviews: In Chapters 1 and 11, we've included interviews with Don Schultz, who gives his views on the current state of marketing research within the organization based on his consulting experiences worldwide (Chapter 1) and offers a strong recommendation for using behavioral research techniques (Chapter 11).
  • NEW! Revised Chapter 12, Designing the Questionnaire or Observation Form: Chapter 12 has improved its treatment of developing diagnostic and hypothesis formulation skills and reduced content on scale development coverage simplifying the chapter by deleting unnecessary detail for undergraduates.
  • NEW! Chapter 13, Measurement Basics: In response to reviewer comments, Chapter 13 has reduced its coverage of validity issues to simplify the concepts for readers.
  • NEW! Combined Sampling Basics and Methods: Chapters 15 and 16 have been combined into one chapter, Chapter 15, "Sampling Basics and Methods" to simplify complex topics.
  • NEW! New End-of-Part Cases: The text cases at the end of the text have been revised for the sixth edition, assisting readers in developing their own evaluation and analytical skills. They are also useful in demonstrating the universal application of marketing research techniques.

Table of Contents

Table of Contents


1. Role of Marketing Research.
2. Gathering Marketing Intelligence: The Systems Approach.
3. Gathering Marketing Intelligence: The Project Approach.
4. Problem Formation.


5. Types of Research Design and Exploratory Research.
6. Descriptive and Causal Research Designs.


7. Secondary Data.
8. Standardized Marketing Information Services.
9. Collecting Primary Data.
10. Collecting Information by Communication.
11. Collecting Information by Observation.


12. Designing the Questionnaire or Observation Form.
13. Measurement Basics.
14. Measuring Attitudes, Perceptions, and Preferences.


15. Sampling Basics and Methods.
16. Sample Size.
17. Collecting the Data: Nonsampling Errors and Response Rate Calculation.


18. Data Analysis: Preliminary Steps.
19. Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing.
20. Data Analysis: Analyzing Multiple Variables Simultaneously.


21. The Written Research Report
22. The Oral Research Report.