TY  - BOOK
AU  - Churchill,Gilbert A.Jr.
TI  - Basic marketing research
SN  - 0030168872
U1  - 658.83 CHU 
PY  - 1996///
CY  - Fort Worth, Tx.
PB  - The Dryden Bress, Harcourt Brace College Publishers
KW  - Marketing research
N1  - Includes bibliographical references and index;   1 Introduction to marketing research and problem definition -- Chapter 1 role of market research -- chapter 2. gathering marketing intelligence -- Chapter 4. problem formulation -- part 2. research design types of research design and exploratory research -- Chapter 6. descriptive and casual research designs -- Part 3. Data collection methods -- Chapter 7. secondary data -- chapter 8. standardized marketing information services -- Chapter 9. collecting primary data -- Chapter 10. Collecting Information by questionnaire -- Chapter 11. Collecting information by observation -- part 4. data collectiion forms -- chapter 12. designing the questionnair or observation form -- Chapter 13. Measurement basics -- Chapter 14. Measuring attitudes, perceptions and preference -- Part 5. Sampling and data collection -- Chapter 15.Types of samples and simple random sampling -- chapter 16. stratified and cluster sampling -- Chapter 17. Sample size -- Chapter 18. Collecting the data: Feild procedures and nonsampling errors -- Part 6. Data Analysis -- Chapter 19.  Data Analysis: preliminary steps  -- Chapter 20.  Data Analysis: examining differences -- Chapter 21.  Data Analysis: Investigating associations
ER  -