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Marketing Research Methodological Foundations

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ISBN-10: 0324201605

ISBN-13: 9780324201604

Edition: 9th 2005

Authors: Gilbert A. Churchill, Dawn Iacobucci

List price: $231.95
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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.
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Book details

List price: $231.95
Edition: 9th
Copyright year: 2005
Publisher: Cengage South-Western
Publication date: 4/29/2004
Binding: Hardcover
Pages: 1006
Size: 8.25" wide x 10.00" long x 1.00" tall
Weight: 3.278
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…    

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…    

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