Basic Marketing Research - Softcover

BROWN; CHURCHILL

3.62

56 ratings by Goodreads

Softcover

ISBN 10: 0324305419 ISBN 13: 9780324305418

Publisher: South-Western, 2006

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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.

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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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