TY  - BOOK
AU  - Iacobucci,Dawn
AU  - Churchill,Gilbert A.
TI  - Marketing research: methodological foundations 
SN  - 1439081018
AV  - HF5415.2 .C5 2010
U1  - 658.83 22
PY  - 2010///
CY  - Mason, Ohio
PB  - South-Western Cengage Learning
KW  - Marketing research
N1  - 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
ER  -