Basic marketing research. /
Gilbert A. Churchill Jr., Tom J. Brown, Tracy A. Suter.
- 7th ed.
- Australia ; Mason, OH : South-Western/Cengage Learning, c2010.
- xxvi, 594 p.: ill.; 29 cm.
Includes access code for free 4 month subscription to InfoTrac college edition, the online library (http://www.qualtrics.com/basic).
Contents: The role of marketing research -- Gathering marketing intelligence:the systems approach -- Gathering marketing intelligence:the project approach -- Problem formulation -- Types of research design and exploratory research -- Descriptive and causal research designs -- Secondary data -- Standardized marketing information service -- Collecting primary data -- Collecting information by communication -- Collecting Information by observation -- Asking good questions:measurement basic -- Measuring attitudes and other variables -- Designing the questionnaire or observation form -- Developing the sampling plan -- Determining sample size -- Collecting the data:nonsampling errors and response rate calculation -- Data analysis:preliminary steps -- Data analysis:analyzing individual variable and basic of hypothesis testing -- Data analysis:analyzing multiple variables simultaneously -- The research report --