Marketing Research: Methodological Foundations - Couverture rigide

Churchill Jr., Gilbert A.

Couverture rigide

ISBN 10 : 0030983665 ISBN 13 : 9780030983665

Editeur : South-Western, 1999

Synopsis

This best-selling text prepares students for effective decision making in employment through its managerial perspective on the quantitative and qualitative aspects of marketing research. Churchill's unique organisation allows students to develop an appreciation of the six steps of the research process. With a flexible, modular design and numerous examples and cases, this book provides an unequalled balance of theory and practice. Features: * The text organization follows the classic six stages in the research process, which defined the way the course was taught when Churchill's first edition was introduced in the 1970s. * A modular design enhances teaching flexibility by placing some of the more difficult material in appendices immediately after each chapter. * Supporting data bases reflect actual company experiences included in the text and provide students with first-hand experience in analyzing statistical problems. New to this edition: * Over 25 percent of the cases are new and another 30 percent have been revised. * Increased emphasis on the international aspects of the marketing research. * Careful attention has been paid to the current impact of technology and decision support systems in the field of marketing research. * A new video case, designed to be viewed in short, topical segments, illustrates key textual points and encourages interactive learning. * "Research Realities" detail applications of new information technology in the general field of marketing research as well as in specific situations. Of the 85 Research Realities, more than 25 percent are new. * Increased coverage of ethics includes a conceptual framework for viewing ethics choices in Appendix 2A, and more ethical scenarios that students need to address in subsequent chapters.

A propos du livre

Présentation de l'éditeur

For all the talk of “big data” and “marketing analytics”—it all starts here—you’ve got to know how to get data and what to do with data once you’ve got them. The text, MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, 11th edition, by Dr. Dawn Iacobucci and Dr. Gilbert Churchill is recognized as the perennial authority and it continues to be the lead marketing research text in the industry. MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, 11th edition, ensures that students will develop a strong conceptual as well as practical understanding of marketing research. The book's thorough coverage of the six stages of the research process provides a solid marketing research framework while addressing topics and tools of emerging importance. With its proven applications, clear presentation, and variety of timely cases, MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, 11th edition, serves as an exceptional learning tool for today's learners (MBAs, EMBAs, and advanced undergrads) and an invaluable reference tool for professionals throughout their careers. Chapters: 1) Marketing Research: It’s Everywhere!; 2) Alternative Approaches to Marketing Intelligence; 3) The Research Process and Problem Formulation; 4) Research Design, Exploratory Research, and Qualitative Data; 5) Descriptive Research; 6) Causal Designs; 7) Data Collection: Secondary Data; 8) Data Collection: Primary Data; 9) Questionnaires and Data-Collection Forms; 10) Attitude Measurement; 11) Sampling Procedures; 12) Sample Size; 13) Collecting the Data: Field Procedures and Non-sampling Errors; 14) Preprocessing the Data, and Cross-Tabs, Chi-Square and Related Indices for Cross-Tabs; 15) Data Analysis: Basic Questions, Quick Stats Review; 16) Data Analysis: Examination of Differences, Analysis of Variance; 17) Data Analysis: Investigation of Association, Conjoint Analysis; 18) Multivariate Data Analysis; 19) The Research Report; Epilogue. Each section of the book also has several hands-on cases, each chapter has “Ethical Dilemmas” for classroom debate, and “Research Realities” to see real-world applicability. Each chapter ends with questions and applications to further students’ learning. Instructors should email the first author for additional materials: data, slides, etc.

Détails de l'édition

• Éditeur: South-Western
• Date d'édition: 1999
• Langue: anglais
• ISBN 10: 0030983665
• ISBN 13: 9780030983665
• Reliure: Relié
• Numéro d'édition: 6
• Nombre de pages: 1070
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible