TY  - BOOK
AU  - Churchill,Gilbert A.
AU  - Brown,Tom J.
AU  - Suter,Tracy A
TI  - Basic marketing research.
SN  - 9780324599343
AV  - HF5415.2.C49  
U1  - 658.8/3 22
PY  - 2010///
CY  - Australia, Mason, OH
PB  - South-Western/Cengage Learning
KW  - Marketing research
N1  - 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 --
ER  -