Marketing Research Methodological Foundations (with Qualtrics Card)

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  • Edition: 10th
  • Format: Hardcover
  • Copyright: 2009-10-20
  • Publisher: Cengage Learning
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Learn the keys to the six stages of successful marketing research as you study both qualitative and quantitative marketing research techniques in this market-leading book. Recognized as the standard for mastering today's marketing research, Iacobucci/Churchill's MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, Tenth Edition, shows you how to make each stage of marketing research work for you as you confront actual business challenges. You gain both a strong conceptual and a practical understanding of marketing research as this book examines some of marketing research's most important emerging topics and tools. New Qualtrics research activities introduce you to this popular online survey tool, while proven applications, clear explanations, and timely cases ensure MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, Tenth Edition, is an ideal learning tool now and an invaluable reference tool for you to use throughout your professional career.

Table of Contents

Marketingi Research And The Research Process
Marketing Research: It's Everywhere!
Alternative Approaches to Marketing Intelligence
The Research Process and Problem Formulation
Part 1 Cases
Big Brothers of Fairfax County
Using Loyalty Data at Flowers 4U
E-Food and the Online Grocery Competition (A)
Choosing a Brand Name
Moving Consumers from Awareness to Loyalty
Qualitative Data from Open-Ended Survey Items: A Service Quality Example
Extending a Travel Brand
Determining Research Design
Research Design, Exploratory Research, and Qualitative Data
Descriptive Research
Casual Designs
Part 2 Cases
Riverside County Humane Society (A)
Hotstuff Computer Software (A)
Advertising Agency's Databank.
Bakhill Foods
Internet Advertising and Your Brain (A)
Customer Relationship Management
Ethnography in Practice: The Case of ESPN Zone, Chicago
Brand Association Maps
Design Data Collection Method And Forms
Data Collection: Secondary Data
Data Collection: Primary Data
Questionnaires and Data Collection Forms
Attitude Measurement
10 Appendix
Psychological Measurement
Part 3 Cases
Food and the Online Grocery Competition (B)
Premium Pizza Inc
CTM Productions (A)
Comparing Ads Against a Databank
Measuring Magazines
Secondary Data on Health from CDC
Critiquing Questionnaires
Sample Designs For Data Collection And Sample Size
Sampling Procedures
Determining Sample Size
Field Procedures for Collecting the Data
Part 4 Cases
Riverside County Humane Society (B)
Sampling Lead-Users for New Products
Sampling from Your Loyalty Database
International Differences in the Cost of Data.
Online Samples
Sampling Gambling
Data Analysis And Interpretation
Preprocessing the Data, and Doing Cross-Tabs
14 Appendix
Chi-Square and Related Indices
Data Analysis--Basic Questions
15 Appendix
Quick Stats Review
Are My Groups The Same or Different?
16 Appendix
Quick Stats Review
Are These Variables Related?
Multivariate Data Analysis
18 Appendix
More Multivariate Statistical Techniques
Part 5 Cases
CTM Productions (B)
E-Food and the Online Grocery Competition (C)
Internet Advertising and Your Brain (B)
A Picture is Worth a Megabyte of Words: Census Data and Trends in Lifestyle Purchases
CountryCable: Customer Satisfaction Survey Data
Teeth Whitening Conjoint Study
Sports Marketing and Television Programming
Repositioning a Brand
Conjoint--Branding and Pricing
Segmentation Study
The Research Report
The Research Report
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