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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.|