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Basic Marketing Research 4e Churchill

Stan

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O książce

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.

Spis treści

Part I. Introduction to Marketing Research and Problem Definition.

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 Causal 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 Random Sampling.
16. Stratified and Cluster Sampling.
17. Sample Size.
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: Investigating Associations.

Part VII. Research Reports.

22. The Written Research Report.
23. The Oral Research Report.