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Basic marketing research / Gilbert A. Churchill.

By: Material type: TextTextSeries: The Dryden Press series in marketingPublication details: Fort Worth, Tex. ; London : Dryden, c2001.Edition: 4th edDescription: xvii, 830p. : ill. (chiefly col.), col. facsims., maps (some col.), col. ports. ; 29 cmISBN:
  • 9780030211041 (hbk.) :
  • 0030211042
Other title:
  • Marketing research
Subject(s): DDC classification:
  • 658.83 CHU
LOC classification:
  • HF5415.2
Contents:
Part 1.Introduction to marketing research and problem definiton -- 1.Role of marketing research -- 2.Gathering marketing intelligence -- 3.Process of marketing research -- 4.Problem formulation -- Part II.Research design -- 5.Types of research design and exploratory research -- 6.Descriptive and casual research designs -- Part III.Data-collection methods -- 7.Secondary data -- 8.Standardized marketing information services -- 9.Collecting primary data -- 10.Collecting information by questionnaire -- 11.Collecting information by observation -- Part IV.Data collection forms -- 12.Designing the questionnaire or observation form -- 13.Measurement basics -- 14.Measuring attitudes, perceptions, and preferences -- Part V.Sampling and data collection -- 15.Types of samples and simple randomsampling -- 16.Stratified and cluster sampling -- 17.Sample sixe -- 18.Collecting the data: field procedures and nonsampling errors -- Part VI.Data analysis -- 19.Data analysis: preliminary steps -- 20.Data analysis: Examining differences -- 21.Data analysis: investigaing associations -- Part VII.Research reports -- 22.The written research report -- 23.The oral research report.
Summary: This text breaks the complex maze of marketing research down into seven straightforward stages. End-of-part cases are included to help students develop evaluation skills as they examine each stage of the research process.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.83 CHU (Browse shelf(Opens below)) 1 Available 00210900

Text on lining paper.

Includes bibliographical references and index.

Part 1.Introduction to marketing research and problem definiton -- 1.Role of marketing research -- 2.Gathering marketing intelligence -- 3.Process of marketing research -- 4.Problem formulation -- Part II.Research design -- 5.Types of research design and exploratory research -- 6.Descriptive and casual research designs -- Part III.Data-collection methods -- 7.Secondary data -- 8.Standardized marketing information services -- 9.Collecting primary data -- 10.Collecting information by questionnaire -- 11.Collecting information by observation -- Part IV.Data collection forms -- 12.Designing the questionnaire or observation form -- 13.Measurement basics -- 14.Measuring attitudes, perceptions, and preferences -- Part V.Sampling and data collection -- 15.Types of samples and simple randomsampling -- 16.Stratified and cluster sampling -- 17.Sample sixe -- 18.Collecting the data: field procedures and nonsampling errors -- Part VI.Data analysis -- 19.Data analysis: preliminary steps -- 20.Data analysis: Examining differences -- 21.Data analysis: investigaing associations -- Part VII.Research reports -- 22.The written research report -- 23.The oral research report.

This text breaks the complex maze of marketing research down into seven straightforward stages. End-of-part cases are included to help students develop evaluation skills as they examine each stage of the research process.

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