Basic Marketing Research

by Churchill, Gilbert A.

• ISBN13: 9780030211041
• ISBN10: 0030211042
• Edition: 4th
• Format: Hardcover
• Copyright: 2000-06-19
• Publisher: South-Western College Pub

Summary

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

PART I INTRODUCTION TO MARKETING RESEARCH AND PROBLEM DEFINITION	1	(99)
Role of Marketing Research	2	(20)
Gathering Marketing Intelligence	22	(20)
Process of Marketing Research	42	(28)
Appendix 3A Marketing Research Ethics	54	(16)
Problem Formulation	70	(30)
PART II RESEARCH DESIGN	100	(74)
Types of Research Design and Exploratory Research	102	(22)
Descriptive and Causal Research Designs	124	(50)
PART III DATA-COLLECTION METHODS	174	(136)
Secondary Data	176	(38)
Appendix 7A Secondary Data	202	(12)
Standardized Marketing Information Services	214	(22)
Collecting Primary Data	236	(18)
Collecting Information by Questionnaire	254	(30)
Collecting Information by Observation	284	(26)
PART IV DATA COLLECTION FORMS	310	(134)
Designing the Questionnaire or Observation Form	312	(44)
Measurement Basics	356	(28)
Measuring Attitudes, Perceptions, and Preferences	384	(60)
PART V SAMPLING AND DATA COLLECTION	444	(138)
Types of Samples and Simple Random Sampling	446	(32)
Stratified and Cluster Sampling	478	(24)
Sample Size	502	(28)
Collecting the Data: Field Procedures and Nonsampling Errors	530	(52)
PART VI DATA ANALYSIS	582	(182)
Data Analysis: Preliminary Steps	516	(122)
Appendix 19A Hypothesis Testing	626	(12)
Data Analysis: Examining Differences	638	(34)
Appendix 20A Analysis of Variance	666	(6)
Data Analysis: Investigating Associations	672	(92)
Appendix 21A Nonparametric Measures of Association	705	(59)
PART VII RESEARCH REPORTS	764	(45)
The Written Research Report	766	(24)
The Oral Research Report	790	(19)
Epilogue	809	(5)
Appendix	814
Index	000