Marketing Research Methodological Foundations

Name: Marketing Research Methodological Foundations
Price: 5.7 USD
Availability: InStock
ISBN: 9780030983665

ISBN-10: 0030983665

ISBN-13: 9780030983665

Edition: 6th 1995

Authors: Gilbert A. Churchill

List price: $93.00

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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 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.

Book details

List price: $93.00
Edition: 6th
Copyright year: 1995
Publisher: Dryden Press
Binding: Hardcover
Pages: 1117
Size: 7.48" wide x 9.45" long
Weight: 4.4
Language: English



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