Marketing research : methodological foundations /
Gilbert A. Churchill, Dawn Iacobucci.
- Ninth edition.
- xxii, 697 pages : illustrations ; 26 cm
Previous ed.: Fort Worth: Harcourt College, 2002.
Includes bibliographical references and index.
Marketing research, the research process, and problem definition -- Marketing research : it's everywhere! -- Alternative approaches to marketing intelligence -- The research process and problem formulation -- Determine research design -- Research design, exploratory research, and qualitative data -- Descriptive research -- Causal designs -- Design data-collection methods and forms -- Data collection : secondary data -- Data collection : primary data -- Questionnaires and data-collection forms -- Attitude measurement -- Psychological measurement -- Sample design for data collection and sample size -- Sampling procedures -- Determining sample size -- Collecting the data : field procedures and nonsampling errors -- Data analysis and interpretation -- Preprocessing the data, and doing cross-tabs -- Chi-square and related indices for cross-tabs -- Data analysis - basic questions -- Quick stats review -- Are my groups the same or different? -- Analysis of variance -- Are these variables related? -- Conjoint analysis -- Multivariate data analysis -- More multivariate statistical techniques -- The research report -- The research report -- Cumulative probabilities for the standard normal distribution -- Critical values of [Chi][superscript 2] -- Critical values of [tau] -- Percentage points for the F distribution : [alpha] = .05. Pt. 1. Ch. 1. Ch. 2. Ch. 3. Pt. 2. Ch. 4. Ch. 5. Ch. 6. Pt. 3. Ch. 7. Ch. 8. Ch. 9. Ch. 10. App. Pt. 4. Ch. 11. Ch. 12. Ch. 13. Pt. 5. Ch. 14. App. Ch. 15. App. Ch. 16. App. Ch. 17. App. Ch. 18. App. Pt. 6. Ch. 19. App. A. App. B. App. C. App. D.
"Marketing Research: Methodological Foundations, 9E, has established itself as a classic through eight previous editions by presenting 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." "This text serves both the aspiring manager and the aspiring researcher through its basic organization around the stages of the research process. The research process is a sequence of steps that must be completed when answering a research question and the six parts of the text parallel these stages: Formulate the problem, determine the research design, design the data-collection methods and forms, design the sample and collect the data, analyze and interpret the data, and prepare the research report." "This new edition provides extensive treatment of cutting-edge topics such as data-mining, ethics in the field of marketing research, international marketing research, customer relationship management, and current managerial trends for effective decision-making in the field." "Cases are found at the end of each part to assist readers in developing their evaluation and analytical skills and also to help them apply the text materials to various marketing research situations. Some of the cases also include raw data for students to use with either SPSS or Excel."--BOOK JACKET.