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Basic marketing research / Gilbert A. Churchill, Jr., Tom J. Brown, Tracy A. Suter.

By: Contributor(s): Material type: TextTextPublisher: Mason, Ohio : South-Western Cengage Learning, [2010]Copyright date: ©2010Edition: Seventh editionDescription: xxvi, 594 pages : colour illustrations ; 29 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 1439041393
  • 9781439041390
Subject(s): DDC classification:
  • 658.83 22
Contents:
Part I. Introduction To Marketing Research and Problem Definition -- 1. Role of Marketing Research -- 2. Gathering Marketing Intelligence: The Systems Approach -- 3. Gathering Marketing Intelligence: The Project Approach -- 4. Problem Formulation -- Part II. Research Design -- 5. Types of Research Design and Exploratory Research -- 6. Descriptive and Causal Research Designs -- Part III. Data Collection Methods -- 7. Secondary Data -- 8. Standardized Marketing Information Services -- 9. Collecting Primary Data -- 10. Collecting Information by Communication -- 11. Collecting Information by Observation -- Part IV. Data Collection Forms -- 12. Asking Good Questions: Measurement Basics -- 13. Measuring Attitudes and Other Variables -- 14. Designing the Questionnaire or Observation Form -- Part V. Sampling and Data Collection -- 15. Developing the Sampling Plan -- 16. Determining Sample Size -- 17. Collecting the Data: Nonsampling Errors and Response Rate Calculation -- Part VI. Data Analysis -- 18. Data Analysis: Preliminary Steps -- 19. Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing -- 20. Data Analysis: Analyzing Multiple Variables Simultaneously -- Part VII. Research Reports -- 21. The Research Report.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 658.83 CHU (Browse shelf(Opens below)) 1 Available A457525B

Includes bibliographical references (pages 574-579) and index.

Part I. Introduction To Marketing Research and Problem Definition -- 1. Role of Marketing Research -- 2. Gathering Marketing Intelligence: The Systems Approach -- 3. Gathering Marketing Intelligence: The Project Approach -- 4. Problem Formulation -- Part II. Research Design -- 5. Types of Research Design and Exploratory Research -- 6. Descriptive and Causal Research Designs -- Part III. Data Collection Methods -- 7. Secondary Data -- 8. Standardized Marketing Information Services -- 9. Collecting Primary Data -- 10. Collecting Information by Communication -- 11. Collecting Information by Observation -- Part IV. Data Collection Forms -- 12. Asking Good Questions: Measurement Basics -- 13. Measuring Attitudes and Other Variables -- 14. Designing the Questionnaire or Observation Form -- Part V. Sampling and Data Collection -- 15. Developing the Sampling Plan -- 16. Determining Sample Size -- 17. Collecting the Data: Nonsampling Errors and Response Rate Calculation -- Part VI. Data Analysis -- 18. Data Analysis: Preliminary Steps -- 19. Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing -- 20. Data Analysis: Analyzing Multiple Variables Simultaneously -- Part VII. Research Reports -- 21. The Research Report.

Machine converted from AACR2 source record.

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