Marketing research : methodological foundations /
Gilbert A. Churchill, Jr., Dawn Iacobucci.
- 8th ed.
- Australia, etc. : South-Western, c2002.
- xxvi, 1006 p. : ill. b&w ; 26 cm.
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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Marketing research Marketing research--Methodology