Marketing Research Methodological Foundations (with Qualtrics Card)

ISBN-10: 1439081018
ISBN-13: 9781439081013
Edition: 10th 2010
List price: $287.95 Buy it from $25.51 Rent it from $13.23
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Book details

List price: $287.95
Edition: 10th
Copyright year: 2010
Publisher: Cengage South-Western
Publication date: 10/20/2009
Binding: Hardcover
Pages: 700
Size: 8.25" wide x 10.25" long x 1.25" tall
Weight: 3.168
Language: English

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).

Marketingi Research And The Research Process
Marketing Research: It's Everywhere!
Alternative Approaches to Marketing Intelligence
The Research Process and Problem Formulation
Part 1 Cases
Big Brothers of Fairfax County
Using Loyalty Data at Flowers 4U
E-Food and the Online Grocery Competition (A)
Choosing a Brand Name
Moving Consumers from Awareness to Loyalty
Qualitative Data from Open-Ended Survey Items: A Service Quality Example
Extending a Travel Brand
Determining Research Design
Research Design, Exploratory Research, and Qualitative Data
Descriptive Research
Casual Designs
Part 2 Cases
Riverside County Humane Society (A)
Hotstuff Computer Software (A)
Advertising Agency's Databank.
Bakhill Foods
Internet Advertising and Your Brain (A)
Customer Relationship Management
Ethnography in Practice: The Case of ESPN Zone, Chicago
Brand Association Maps
Design Data Collection Method And Forms
Data Collection: Secondary Data
Data Collection: Primary Data
Questionnaires and Data Collection Forms
Attitude Measurement
10 Appendix
Psychological Measurement
Part 3 Cases
Food and the Online Grocery Competition (B)
Premium Pizza Inc
CTM Productions (A)
Comparing Ads Against a Databank
Measuring Magazines
Secondary Data on Health from CDC
Critiquing Questionnaires
Sample Designs For Data Collection And Sample Size
Sampling Procedures
Determining Sample Size
Field Procedures for Collecting the Data
Part 4 Cases
Riverside County Humane Society (B)
Sampling Lead-Users for New Products
Sampling from Your Loyalty Database
International Differences in the Cost of Data.
Online Samples
Sampling Gambling
Data Analysis And Interpretation
Preprocessing the Data, and Doing Cross-Tabs
14 Appendix
Chi-Square and Related Indices
Data Analysis--Basic Questions
15 Appendix
Quick Stats Review
Are My Groups The Same or Different?
16 Appendix
Quick Stats Review
Are These Variables Related?
Multivariate Data Analysis
18 Appendix
More Multivariate Statistical Techniques
Part 5 Cases
CTM Productions (B)
E-Food and the Online Grocery Competition (C)
Internet Advertising and Your Brain (B)
A Picture is Worth a Megabyte of Words: Census Data and Trends in Lifestyle Purchases
CountryCable: Customer Satisfaction Survey Data
Teeth Whitening Conjoint Study
Sports Marketing and Television Programming
Repositioning a Brand
Conjoint--Branding and Pricing
Segmentation Study
The Research Report
The Research Report

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