9780324599343

Basic Marketing Research (Book Only)

Churchill, Gilbert A.; Brown, Tom J.; Suter, Tracy A.

ISBN 10: 032459934X / 0-324-59934-X
ISBN 13: 9780324599343
Publisher: South-Western College Pub
Publication Date: 2009
Binding: Hardcover
Editorial Reviews for this title:
Synopsis:
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.

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Churchill, Gilbert A.; Brown, Tom J.; Suter, Tracy A.
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Churchill, Gilbert A.; Brown, Tom J.; Suter, Tracy A.
ISBN 10: 032459934X
ISBN 13: 9780324599343
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Book Description: South-Western College Pub. Hardcover. Book Condition: New. 032459934X Brand new book. STILL IN PLASTIC WITH ACCESS CARD. STUDENT US EDITION. Never used. Nice gift. Best buy. Shipped promptly and packaged carefully. Bookseller Inventory # SKU8001122

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Churchill, Gilbert A.; Brown, Tom J.; Suter, Tracy A.
ISBN 10: 032459934X
ISBN 13: 9780324599343
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Churchill, Gilbert A.; Brown, Tom J.; Suter, Tracy A.
ISBN 10: 032459934X
ISBN 13: 9780324599343
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Book Description: South-Western College Pub, 2009. Book Condition: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: Part I: INTRODUCTION TO MARKETING RESEARCH AND PROBLEM DEFINITION. 1. Role of Marketing Research. 2. Gathering Marketing Intelligence: The Systems Approach. 3. Gathering Marketing Intelligence: The Project Approach. 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 Communication. 11. Collecting Information by Observation. Part IV: DATA COLLECTION FORMS. 12. Asking Good Questions: Measurement Basics. 13. Measuring Attitudes and Other Variables. 14. Designing the Questionnaire or Observation Form. Part V: SAMPLING AND DATA COLLECTION. 15. Developing the Sampling Plan. 16. Determining Sample Size. 17. Collecting the Data: Nonsampling Errors and Response Rate Calculation. Part VI: DATA ANALYSIS. 18. Data Analysis: Preliminary Steps. 19. Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing. 20. Data Analysis: Analyzing Multiple Variables Simultaneously. Part VII: RESEARCH REPORTS. 21. The Research Report. Bookseller Inventory # ABE_book_new_032459934X

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