Marketing research : methodological foundations /
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| Author / Creator: | Churchill, Gilbert A. |
|---|---|
| Edition: | 8th ed. |
| Imprint: | Fort Worth : Harcourt College Publishers, c2002. |
| Description: | xxvi, 1006 p. : ill. ; 26 cm. |
| Language: | English |
| Series: | The Harcourt series in marketing |
| Subject: | Marketing research. Marketing -- Recherche. Marketing research. |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/6420308 |
Table of Contents:
- Part I. Marketing Research, the Research Process and Problem Definition
- 1. Marketing Research: A Pervasive Activity
- 2. Alternative Approaches to Marketing Intelligence
- 3. The Research Process and Problem Formulation
- Cases for Part 1
- Part II. Determine Research Design
- 4. Research Design
- 5. Causal Designs
- Cases for Part 2
- Part III. Design Data-Collection Method and Forms
- 6. Data Collection: Secondary Data
- Appendix 6A. Secondary Data Sources
- 7. Data Collection: Primary Data
- 8. Data-Collection Forms
- 9. Attitude Measurement
- Appendix 9A. Psychological Measurement
- Cases for Part 3
- Part IV. Sample Design and Data Collection
- 10. Sampling Procedures
- 11. Sample Size
- 12. Collecting the Data: Field Procedures and Nonsampling Errors
- Cases for Part 4
- Part V. Analysis and Interpretation of Data
- 13. Data Analysis: Preliminary Steps
- Appendix 13A. Chi-Square Tests
- Appendix 13B. Avery Sporting Goods
- 14. Data Analysis: Basic Questions
- Appendix 14A. Hypothesis Testing
- 15. Data Analysis: Examination of Differences
- Appendix 15A. Analysis of Variance
- Appendix 15B. Analysis of Catalog-Buying Data
- 16. Data Analysis: Investigation of Association
- Appendix 16A. Nonparametric Measures of Association
- Appendix 16B. Analysis of Catalog-Buying Data
- 17. Multivariate Data Analysis: Discriminant Analysis, Factor Analysis, Cluster Analysis, and Multidimensional Scaling
- Appendix 17A. More Multivariate Statistical Techniques
- Appendix 17B. Analysis of Catalog-Buying Data
- Cases for Part 5
- Part VI. The Research Report
- 18. The Research Report