More New and Used
from Private Sellers
Only one copy
in stock at this price.
In Stock Usually Ships in 24 Hours.
Starting at $6.75
Questions About This Book?
Why should I rent this book?
Renting is easy, fast, and cheap! Renting from eCampus.com can save you hundreds of dollars compared to the cost of new or used books each semester. At the end of the semester, simply ship the book back to us with a free UPS shipping label! No need to worry about selling it back.
How do rental returns work?
Returning books is as easy as possible. As your rental due date approaches, we will email you several courtesy reminders. When you are ready to return, you can print a free UPS shipping label from our website at any time. Then, just return the book to your UPS driver or any staffed UPS location. You can even use the same box we shipped it in!
What version or edition is this?
This is the 7th edition with a publication date of 4/22/2009.
What is included with this book?
- The Used copy of this book is not guaranteed to inclue any supplemental materials. Typically, only the book itself is included.
- The Rental copy of this book is not guaranteed to include any supplemental materials. You may receive a brand new copy, but typically, only the book itself.
Why is BASIC MARKETING RESEARCH the best-selling marketing textbook? Because it's written to your perspective as a student. Authors Churchill and Brown know that for a marketing textbook to be effective, students have to be able to understand it. And they've achieved that time and again. This edition is packed with the features that made it a best-seller in the first place, from study tools to updated content to an easy-to-read writing style. Plus, in this volume you'll learn more about how experts gather data and how to use it yourself to turn greater profits.
Table of Contents
|Introduction To Marketing Research And Problem Definition|
|Role of Marketing Research|
|Gathering Marketing Intelligence: The Systems Approach|
|Gathering Marketing Intelligence: The Project Approach|
|Types of Research Design and Exploratory Research|
|Descriptive and Causal Research Designs.|
|Data Collection Methods|
|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: Preliminary Steps|
|Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing|
|Data Analysis: Analyzing Multiple Variables Simultaneously|
|The Research Report|
|Table of Contents provided by Publisher. All Rights Reserved.|