Basic marketing research / Gilbert A. Churchill, Jr..
Material type: TextPublication details: Fort Worth, Tx. : The Dryden Bress, Harcourt Brace College Publishers, 1996Edition: 3rd. edDescription: xvii, 863p. : ill. (col.); red/white, pbkISBN:- 0030168872
- 658.83 CHU
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
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Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.83 CHU (Browse shelf(Opens below)) | 1 | Available | 108017 | ||
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.83 CHU (Browse shelf(Opens below)) | 1 | Available | 108016 | ||
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.83 CHU (Browse shelf(Opens below)) | 1 | Available | 108015 | ||
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.83 CHU (Browse shelf(Opens below)) | 1 | Available | 108018 |
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