TY  - BOOK
AU  - Churchill,Gilbert A.
AU  - Brown,Tom J.
AU  - Suter,Tracy A.
TI  - Basic marketing research
SN  - 1439041393
U1  - 658.83 22
PY  - 2010///]
CY  - Mason, Ohio
PB  - South-Western Cengage Learning
KW  - Marketing research
N1  - 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
ER  -