Normal view MARC view ISBD view

Iacobucci, Dawn,

Marketing research : methodological foundations / Dawn Iacobucci, Gilbert A. Churchill, Jr. - Tenth edition. - xx, 604 pages : illustrations ; 27 cm

Includes index. 9th edition authored-- Gilbert A. Churchill, Jr.

Marketing Research: It's Everywhere! -- Alternative Approaches to Marketing Intelligence -- The Research Process and Problem Formulation -- Research Design, Exploratory Research, and Qualitative Data -- Descriptive Research -- Casual Designs -- Data Collection: Secondary Data -- Data Collection: Primary Data -- Questionnaires and Data Collection Forms. Attitude Measurement -- Sampling Procedures -- Determining Sample Size -- Field Procedures for Collecting the Data -- Preprocessing the Data, and Doing Cross-Tabs -- Chi-Square and Related Indices -- Data Analysis-Basic Questions -- Are My Groups The Same or Different? -- Are These Variables Related? -- Multivariate Data Analysis -- The Research Report.

ISBN: 1439081018 9781439081013

Subjects--Topical Terms:
Marketing research

LC Class. No.: HF5415.2 / .C5 2010

Dewey Class. No.: 658.83