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Marketing Research Methodological Foundations

ISBN-10: 0030331013
ISBN-13: 9780030331015
Edition: 8th 2002
List price: $131.95
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Description: Do you know the six stages of successful marketing research? Find out with MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS. Inside you'll learn about all stages, plus how to make them work for you in real-world situations. This textbook continues to  More...

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Book details

List price: $131.95
Edition: 8th
Copyright year: 2002
Publisher: Dryden Press
Binding: Paperback
Pages: 960
Size: 8.00" wide x 10.00" long x 1.50" tall
Weight: 4.334
Language: English

Do you know the six stages of successful marketing research? Find out with MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS. Inside you'll learn about all stages, plus how to make them work for you in real-world situations. This textbook continues to be the market leader because of its balanced coverage and its easy-to-understand presentation. Get a solid foundation in class and preparation for the future.

A recognized leader in the field of marketing research, Gilbert A. Churchill, Jr., joined the University of Wisconsin faculty after receiving his D.B.A. from Indiana University in 1966. Professor Churchill was named Distinguished Marketing Educator by the American Marketing Association in 1986, the second individual so honored. This lifetime achievement award recognizes and honors a living marketing educator for distinguished service and outstanding contributions in the field of marketing education. Professor Churchill was also awarded the Academy of Marketing Science's lifetime achievement award in 1993 for his significant scholarly contributions. In 1996, he received a Paul D. Converse Award, which is given to the most influential marketing scholars, as judged by a national jury drawn from universities, businesses, and government. Also in 1996, the Marketing Research Group of the American Marketing Association established the Gilbert A. Churchill, Jr. Lifetime Achievement Award, which is awarded each year to an individual who has made significant contributions to marketing research. Dr. Churchill is a past recipient of the yearly William O'Dell Award for an outstanding article in the JOURNAL OF MARKETING RESEARCH. He has also been a finalist for the award five additional times. He is a co-author of the most and third-most influential articles of the past century in sales management, as judged by a panel of experts in the field. His articles have appeared in such publications as the JOURNAL OF MARKETING RESEARCH, JOURNAL OF MARKETING, JOURNAL OF CONSUMER RESEARCH, JOURNAL OF RETAILING, JOURNAL OF BUSINESS RESEARCH, DECISION SCIENCES, TECHNOMETRICS, and ORGANIZATIONAL BEHAVIOR AND HUMAN PERFORMANCE.

Dawn Iacobucci is the E. Bronson Ingram Professor of Marketing at the Owen Graduate School of Management, Vanderbilt University.nbsp; Previously she was the Senior Associate Dean for Owen (2008-2010), Professor of Marketing at the Kellogg School of Management, Northwestern University (1987-2004), the Coca-Cola Distinguished Professor of Marketing, Professor of Psychology and Head of the Marketing Department of the University of Arizona (2001-2002), and the John Pomerantz Professor of Marketing at Wharton, of the University of Pennsylvania (2004 to 2007). She received her M.S. in Statistics, and M.A. and Ph.D. in Quantitative Psychology from the University of Illinois at Urbana-Champaign.nbsp; Her research on models for social networks and other methodological research questions has been published in the Journal of Marketing, the Journal of Marketing Research, Harvard Business Review, Journal of Consumer Psychology, International Journal of Research in Marketing, Marketing Science, Journal of Service Research, Psychometrika, Psychological Bulletin, and Social Networks.nbsp; Iacobucci teaches Marketing Management, Marketing Strategy, Marketing Research, Marketing Models, Services Marketing, and New Products to MBA and undergraduate students and multivariate statistics and methodological topics in Ph.D. seminars.nbsp; She is recent editor of both the Journal of Consumer Research and Journal of Consumer Psychology.nbsp; She edited Networks in Marketing, Handbook of Services Marketing and Management, Kellogg on Marketing, Kellogg on Integrated Marketing, she is author of Marketing Management (Thomson), the first new MBA text in years, Mediation Analysis, and she is co-author on Gilbert Churchill's lead text on Marketing Research (Thomson).

Marketing Research, the Research Process and Problem Definition
Marketing Research: A Pervasive Activity
Alternative Approaches to Marketing Intelligence
The Research Process and Problem Formulation
Cases for Part 1
Determine Research Design
Research Design
Causal Designs
Cases for Part 2
Design Data-Collection Method and Forms
Data Collection: Secondary Data
Secondary Data Sources
Data Collection: Primary Data
Data-Collection Forms
Attitude Measurement
Psychological Measurement
Cases for Part 3
Sample Design and Data Collection
Sampling Procedures
Sample Size
Collecting the Data: Field Procedures and Nonsampling Errors
Cases for Part 4
Analysis and Interpretation of Data
Data Analysis: Preliminary Steps
Chi-Square Tests
Avery Sporting Goods
Data Analysis: Basic Questions
Hypothesis Testing
Data Analysis: Examination of Differences
Analysis of Variance
Analysis of Catalog-Buying Data
Data Analysis: Investigation of Association
Nonparametric Measures of Association
Analysis of Catalog-Buying Data
Multivariate Data Analysis: Discriminant Analysis, Factor Analysis, Cluster Analysis, and Multidimensional Scaling
More Multivariate Statistical Techniques
Analysis of Catalog-Buying Data
Cases for Part 5
The Research Report
The Research Report

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