Basic Marketing Research

by Churchill, Gilbert A.

• ISBN13: 9780324305418
• ISBN10: 0324305419
• Edition: 6th
• Format: Paperback
• Copyright: 2006-04-03
• 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

Introduction To Marketing Research And Problem Definition

Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formation

Research Design

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Data-Collection Methods

Secondary Data

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Collecting Information by Observation

Data Collection Forms

Designing the Questionnaire or Observation Form

Measurement Basics

Measuring Attitudes, Perceptions, and Preferences

Sampling And Data Collection

Sampling Basics and Methods

Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

Research Reports

The Written Research Report

The Oral Research Report

Table of Contents provided by Publisher. All Rights Reserved.