Basic Marketing Research - Hardcover

Churchill Jr., Gilbert A.

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Hardcover

ISBN 10: 0030983673 ISBN 13: 9780030983672

Publisher: South-Western, 1997

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This best-selling introductory text breaks the complex maze of marketing research down into seven straightforward stages. A managerial emphasis, new photo essays, profiles of marketing research professionals, and real research studies provide excellent views of modern practice in the field. Features: * A managerial emphasis makes a stronger connection between the way problems are analyzed and defined and the types of research employed to support good decision making. * Twenty-eight end-of-part cases help students develop evaluation skills as they examine each stage of the research process. * In-text examples help students learn chapter material by illustrating concepts in an interesting manner. * A data disk contains raw data for three of the cases, giving students firsthand experience in analyzing statistical problems using the computer. * "Research Windows" provide a view of what is happening in the field of marketing research. Some explore what is going on at specific companies, while others offer how-to tips or describe influential marketing research pioneers. * Chapter 2 provides an overview of the various ways of gathering marketing intelligence. The increased importance of decision support systems in providing business and competitive intelligence has been substantially updated. * A modular design enhances teaching flexibility by placing some of the more difficult material in appendices immediately after each chapter. * An appendix on ethics following Chapter 3 discussed different ethical frameworks for viewing marketing research techniques and sets the stage for the intergrated "Ethical Dilemma" boxes. * "Ethical Dilemma" boxes appear throughout the text to help students appreciate the social consequences of particular company practices. * Coverage of the use of internal data such as sales reports and prior studies is included in Chapter 7. Another appendix examines major government and private suppliers of data organized in a new structure by type of problem. * A real research study conducted by NFO research, Inc. (Chapters 19,20,21) is used to generate a number of discussion questions and problems for the chapters, giving students the opportunity to work with "live" data. New to this edition: * Most of the "Ethical Dilemma" boxes are new. * One-third of the cases are new. * Profiles of marketing research professionals have been updated with the latest information. * Examples throughout the text have been extensively revised.

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Review:

PART I: INTRODUCTION TO MARKETING RESEARCH AND PROBLEM DEFINITION. 1. Role of Marketing Research. 2. Gathering Marketing Intelligence: The Systems Approach. 3. Gathering Marketing Intelligence: The Project Approach. 4. Problem Formulation. PART II: RESEARCH DESIGN. 5. Types of Research Design and Exploratory Research. 6. Descriptive and Causal Research Designs. PART III: DATA COLLECTION METHODS. 7. Secondary Data. 8. Standardized Marketing Information Services. 9. Collecting Primary Data. 10. Collecting Information by Communication. 11. Collecting Information by Observation. PART IV: DATA COLLECTION FORMS. 12. Asking Good Questions: Measurement Basics. 13. Measuring Attitudes and Other Variables. 14. Designing the Questionnaire or Observation Form. PART V: SAMPLING AND DATA COLLECTION. 15. Developing the Sampling Plan. 16. Determining Sample Size. 17. Collecting the Data: Nonsampling Errors and Response Rate Calculation. PART VI: DATA ANALYSIS. 18. Data Analysis: Preliminary Steps. 19. Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing. 20. Data Analysis: Analyzing Multiple Variables Simultaneously. PART VII: RESEARCH REPORTS. 21. The Research Report.

About the Author:

A recognized leader in the field of marketing research, Gilbert A. Churchill, Jr., joined the University of Wisconsin faculty after receiving his D.B.A. from Indiana University in 1966. Dr. Churchill was named Distinguished Marketing Educator by the American Marketing Association in 1986, the second individual so honored. This lifetime achievement award recognizes and honors a living marketing educator for distinguished service and outstanding contributions in the field of marketing education. Dr. Churchill was also awarded the Academy of Marketing Science's lifetime achievement award in 1993 for his significant scholarly contributions. In 1996, he received a Paul D. Converse Award, which is given to the most influential marketing scholars, as judged by a national jury drawn from universities, businesses, and government. Also in 1996, the Marketing Research Group of the American Marketing Association established the Gilbert A. Churchill, Jr. Lifetime Achievement Award, which is awarded each year to an individual who has made significant contributions to marketing research. Dr. Churchill is a past recipient of the yearly William O'Dell Award for an outstanding article in the Journal of Marketing Research. He has also been a finalist for the award five additional times. He is a co-author of the most and third-most influential articles of the past century in sales management, as judged by a panel of experts in the field. His articles have appeared in such publications as the Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Journal of Retailing, Journal of Business Research, Decision Sciences, Technometrics, and Organizational Behavior and Human Performance.

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