Marketing research : methodological foundations / Dawn Iacobucci, Owen Graduate School of Management, Vanderbilt University, Gilbert A. Churchill, Jr., Wisconsin School of Business, University of Wisconsin--Madison.

Format:

Book

Author/Creator:

Iacobucci, Dawn.

Contributor:

Churchill, Gilbert A.

Alumni and Friends Memorial Book Fund.

Language:

English

Subjects (All):

Marketing research.

Physical Description:

xx, 554 pages : illustrations ; 28 cm

Edition:

Eleventh edition.

Place of Publication:

Nashville, TN : Earlie Lite Books, Inc., [2015]

Summary:

This book attempts to serve both the marketing manager and marketing researchers through its basic organization around the stages of the research process: formulate the problem, determine the research design, design the data-collection method and forms, design the sample and collect the data, analyze and interpret the data, and prepare the research report.

Contents:

Marketing Research: It's Everywhere!

Alternative Approaches to Marketing Intelligence

The Research Process and Problem Formulation

Research Design, Exploratory Research, and Qualitative Data

Descriptive Research

Casual Designs

Data Collection: Secondary Data

Data Collection: Primary Data

Survey Questionnaires and Data Collection Forms

Attitude Measurement

Sampling Procedures

Sample Size

Collecting the Data: Field Procedures and Nonsampling Errors

Preprocessing Data and Cross-Tabs

Chi-Square and Related Indices for Cross-Tabs, Log-Linear Models and Logits

Data Analysis-Basic Questions

Data Analysis

Examination of Differences

Investigation of Association: Correlation and regression

Multivariate Data Analysis

The Research Report.

Local Notes:

Acquired for the Penn Libraries with assistance from the Alumni and Friends Memorial Book Fund.

ISBN:

9781507775547

1507775547

OCLC:

904996894