Basic marketing research / Gilbert A. Churchill.
Material type: TextSeries: 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
- Marketing research
- 658.83 CHU
- HF5415.2
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.