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

By: Contributor(s): Material type: TextTextPublisher: Mason, Ohio : South-Western Cengage Learning, 2010Edition: Tenth editionDescription: xx, 604 pages : illustrations ; 27 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 1439081018
  • 9781439081013
Subject(s): DDC classification:
  • 658.83 22
LOC classification:
  • HF5415.2 .C5 2010
Contents:
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.
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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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