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Basic Marketing Research

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ISBN-10: 0324305419

ISBN-13: 9780324305418

Edition: 6th 2007

Authors: Gilbert A. Churchill, Tom J. Brown, Gilbert A. Churchill

List price: $192.95
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Description:

Why is BASIC MARKETING RESEARCH the best-selling marketing textbook? Because it's written to your perspective as a student. Authors Churchill and Brown know that for a marketing textbook to be effective, students have to be able to understand it. And they've achieved that time and again. This edition is packed with the features that made it a best-seller in the first place, from study tools to updated content to an easy-to-read writing style. Plus, in this volume you'll learn more about how experts gather data and how to use it yourself to turn greater profits.
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Book details

List price: $192.95
Edition: 6th
Copyright year: 2007
Publisher: Cengage South-Western
Publication date: 4/3/2006
Binding: Paperback
Pages: 624
Size: 8.50" wide x 10.75" long x 1.00" tall
Weight: 2.750
Language: English

Tom J. Brown, received his Ph.D. from the University of Wisconsin-Madison in 1994. Prior to joining the marketing faculty at Oklahoma State University, he served on the faculty at Southern Methodist University. Professor Brown teaches marketing research and has supervised dozens of student research projects for industry clients ranging from not-for-profit service organizations to Fortune 500 companies. Professor Brown is a past recipient of the Sheth Foundation Best Paper Award in the Journal of the Academy of Marketing Science. In addition, he received a Richard D. Irwin Foundation Doctoral Dissertation Fellowship while at the University of Wisconsin, the Kenneth D. and Leitner Greiner Teaching Award and the Regents Distinguished Research Award, both at Oklahoma State University. Professor Brown's articles have appeared in such publications as the Journal of Marketing Research, the Journal of Marketing, the Journal of Consumer Research, the Journal of the Academy of Marketing Science, the Journal of Retailing, the Cornell Hotel and Restaurant Administration Quarterly, and the Journal of Service Research, among others. His research interests include services marketing and corporate branding and reputation. He has served on the editorial review boards of the Journal of the Academy of Marketing Science and Corporate Reputation Review and is cofounder of the Corporate Associations/Identity Research Group. He is currently a member of the Academic Council of the American Marketing Association.

Introduction To Marketing Research And Problem Definition
Role of Marketing Research
Gathering Marketing Intelligence: The Systems Approach
Gathering Marketing Intelligence: The Project Approach
Problem Formation
Research Design
Types of Research Design and Exploratory Research
Descriptive and Causal Research Designs
Data-Collection Methods
Secondary Data
Standardized Marketing Information Services
Collecting Primary Data
Collecting Information by Communication
Collecting Information by Observation
Data Collection Forms
Designing the Questionnaire or Observation Form
Measurement Basics
Measuring Attitudes, Perceptions, and Preferences
Sampling And Data Collection
Sampling Basics and Methods
Sample Size
Collecting the Data: Nonsampling Errors and Response Rate Calculation
Data Analysis
Data Analysis: Preliminary Steps
Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing
Data Analysis: Analyzing Multiple Variables Simultaneously
Research Reports
The Written Research Report
The Oral Research Report