Basic marketing research /
Gilbert A. Churchill, Jr., Tom J. Brown, Tracy A. Suter.
- Seventh edition.
- xxvi, 594 pages : colour illustrations ; 29 cm
Includes bibliographical references (pages 574-579) and index.
Introduction To Marketing Research and Problem Definition -- Role of Marketing Research -- Gathering Marketing Intelligence: The Systems Approach -- Gathering Marketing Intelligence: The Project Approach -- Problem Formulation -- Research Design -- Types of Research Design and Exploratory Research -- Descriptive and Causal Research Designs -- Data Collection Methods -- Secondary Data -- Standardized Marketing Information Services -- Collecting Primary Data -- Collecting Information by Communication -- Collecting Information by Observation -- Data Collection Forms -- Asking Good Questions: Measurement Basics -- Measuring Attitudes and Other Variables -- Designing the Questionnaire or Observation Form -- Sampling and Data Collection -- Developing the Sampling Plan -- Determining Sample Size -- Collecting the Data: Nonsampling Errors and Response Rate Calculation -- Data Analysis -- Data Analysis: Preliminary Steps -- Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing -- Data Analysis: Analyzing Multiple Variables Simultaneously -- Research Reports -- The Research Report. Part I. 1. 2. 3. 4. Part II. 5. 6. Part III. 7. 8. 9. 10. 11. Part IV. 12. 13. 14. Part V. 15. 16. 17. Part VI. 18. 19. 20. Part VII. 21.