Marketing research : methodological foundations / Gilbert A. Churchill, Jr., Dawn Iacobucci.

By:

Churchill, Gilbert A

Contributor(s):

Iacobucci, Dawn

Material type:

TextPublication details: Australia, etc. : South-Western, c2002.Edition: 8th edDescription: xxvi, 1006 p. : ill. b&w ; 26 cmISBN:

0030331013

Subject(s):

DDC classification:

658.83

Contents:

Pt. 1. Marketing Research, the Research Process and Problem Definition -- Ch. 1. Marketing Research: A Pervasive Activity -- Ch. 2. Alternative Approaches to Marketing Intelligence -- Ch. 3. The Research Process and Problem Formulation -- Cases for Part 1 -- Pt. 2. Determine Research Design -- Ch. 4. Research Design -- Ch. 5. Causal Designs -- Cases for Part 2 -- Pt. 3. Design Data-Collection Method and Forms -- Ch. 6. Data Collection: Secondary Data -- Appendix 6A: Secondary Data Sources -- Ch. 7. Data Collection: Primary Data -- Ch. 8. Data-Collection Forms -- Ch. 9. Attitude Measurement -- Appendix 9A: Psychological Measurement -- Cases for Part 3 -- Pt. 4. Sample Design and Data Collection -- Ch. 10. Sampling Procedures -- Ch. 11. Sample Size -- Ch. 12. Collecting the Data: Field Procedures and Nonsampling Errors -- Cases for Part 4 -- Pt. 5. Analysis and Interpretation of Data -- Ch. 13. Data Analysis: Preliminary Steps -- Appendix 13A: Chi-Square Tests -- Appendix 13B: Avery Sporting Goods -- Ch. 14. Data Analysis: Basic Questions -- Appendix 14A: Hypothesis Testing -- Ch. 15. Data Analysis: Examination of Differences -- Appendix 15A: Analysis of Variance -- Appendix 15B: Analysis of Catalog-Buying Data -- Ch. 16. Data Analysis: Investigation of Association -- Appendix 16A: Nonparametric Measures of Association -- Appendix 16B: Analysis of Catalog-Buying Data -- Ch. 17. Multivariate Data Analysis: Discriminant Analysis, Factor Analysis, Cluster Analysis, and Multidimensional Scaling -- Appendix 17A: More Multivariate Statistical Techniques -- Appendix 17B: Analysis of Catalog-Buying Data -- Cases for Part 5 -- Part 6. The Research Report -- Ch. 18. The Research Report -- Appendix A: Cumulative Standard Unit Normal Distribution -- Appendix B: Selected Percentiles of the x2 Distribution -- Appendix C: Upper Percentiles of the t Distribution -- Appendix D: Selected Percentiles of the F Distribution.

Summary: This market leader has established itself as a classic through seven previous editions by presenting superior, balanced coverage of both the qualitative and quantitative aspects of marketing research. The six stages of the research process provide a solid framework to ensure the development of students' conceptual and practical understanding of marketing research. It may be used for both upper-division undergraduate and graduate level courses.

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Holdings
Item type	Current library	Call number	Status	Barcode
Books	Marbella International University Centre Library	658.83 CHU mar (Browse shelf(Opens below))	Available	12091

Includes bibliographical references and indexes.

Pt. 1. Marketing Research, the Research Process and Problem Definition --
Ch. 1. Marketing Research: A Pervasive Activity --
Ch. 2. Alternative Approaches to Marketing Intelligence --
Ch. 3. The Research Process and Problem Formulation --
Cases for Part 1 --
Pt. 2. Determine Research Design --
Ch. 4. Research Design --
Ch. 5. Causal Designs --
Cases for Part 2 --
Pt. 3. Design Data-Collection Method and Forms --
Ch. 6. Data Collection: Secondary Data --
Appendix 6A: Secondary Data Sources --
Ch. 7. Data Collection: Primary Data --
Ch. 8. Data-Collection Forms --
Ch. 9. Attitude Measurement --
Appendix 9A: Psychological Measurement -- Cases for Part 3 --
Pt. 4. Sample Design and Data Collection --
Ch. 10. Sampling Procedures --
Ch. 11. Sample Size --
Ch. 12. Collecting the Data: Field Procedures and Nonsampling Errors --
Cases for Part 4 --
Pt. 5. Analysis and Interpretation of Data --
Ch. 13. Data Analysis: Preliminary Steps --
Appendix 13A: Chi-Square Tests --
Appendix 13B: Avery Sporting Goods --
Ch. 14. Data Analysis: Basic Questions --
Appendix 14A: Hypothesis Testing --
Ch. 15. Data Analysis: Examination of Differences --
Appendix 15A: Analysis of Variance --
Appendix 15B: Analysis of Catalog-Buying Data --
Ch. 16. Data Analysis: Investigation of Association --
Appendix 16A: Nonparametric Measures of Association --
Appendix 16B: Analysis of Catalog-Buying Data --
Ch. 17. Multivariate Data Analysis: Discriminant Analysis, Factor Analysis, Cluster Analysis, and Multidimensional Scaling --
Appendix 17A: More Multivariate Statistical Techniques --
Appendix 17B: Analysis of Catalog-Buying Data --
Cases for Part 5 --
Part 6. The Research Report --
Ch. 18. The Research Report --
Appendix A: Cumulative Standard Unit Normal Distribution --
Appendix B: Selected Percentiles of the x2 Distribution --
Appendix C: Upper Percentiles of the t Distribution --
Appendix D: Selected Percentiles of the F Distribution.

This market leader has established itself as a classic through seven previous editions by presenting superior, balanced coverage of both the qualitative and quantitative aspects of marketing research. The six stages of the research process provide a solid framework to ensure the development of students' conceptual and practical understanding of marketing research. It may be used for both upper-division undergraduate and graduate level courses.

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