Marketing research : methodological foundations / Dawn Iacobucci, Gilbert A. Churchill, Jr.
Material type: TextPublisher: Mason, Ohio : South-Western Cengage Learning, 2010Edition: Tenth editionDescription: xx, 604 pages : illustrations ; 27 cmContent type:- text
- unmediated
- volume
- 1439081018
- 9781439081013
- 658.83 22
- HF5415.2 .C5 2010
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Book | City Campus City Campus Main Collection | 658.83 IAC (Browse shelf(Opens below)) | 1 | Available | A453035B |
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.
Machine converted from AACR2 source record.
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