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Marketing research : methodological foundations
- Author / Creator
- Available as
- Physical
Details
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- Creator
- Gilbert A. Churchill, Jr
- Format
- Books
- Language
- English
- Publication
-
- Sixth edition
- Forth Worth : Dryden Press, [1995]
- ©1995
- Physical Details
-
- xxxiv, 1117 pages, 40 unnumbered pages : illustrations ; 24 cm
- ISBNs
- 9780030983665, 0030983665
- OCLC
- ocm31808338
- Statistics command summary card inserted.
- Includes bibliographical references and index.
- Pt. 1. Marketing Research, the Research Process, and Problem Definition. 1. Marketing Research: A Pervasive Activity. 2. Alternative Approaches to Marketing Intelligence -- Appendix 2A: Marketing Research Ethics. 3. The Research Process and Problem Formulation -- Appendix 3A: Bayesian Decision Theory -- Pt. 2. Determine Research Design. 4. Research Design. 5. Causal Designs -- Pt. 3. Design Data Collection Method and Forms. 6. Data Collection: Secondary Data -- Appendix 6A: Secondary Data. 7. Data Collection: Primary Data. 8. Data Collection Forms. 9. Attitude Measurement -- Appendix 9A: Perceptual Mapping -- Appendix 9B: Conjoint Measurement -- Appendix 9C: Psychological Measurement -- Pt. 4. Sample Design and Data Collection. 10. Sampling Procedures. 11. Sample Size. 12. Collecting the Data: Field Procedures and Nonsampling Errors -- Pt. 5. Analysis and Interpretation of Data. 13. Data Analysis: Preliminary Steps -- Appendix 13A: 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. Data Analysis: Discriminant, Factor, and Cluster Analysis -- Appendix 17A: Analysis of Catalog-Buying Data -- Pt. 6. The Research Report. 18. The Research Report -- Appendix A Cumulative Standard Unit Normal Distribution -- Appendix B Selected Percentiles of the X[superscript 2] Distribution -- Appendix C Upper Percentiles of the t Distribution -- Appendix D Selected Percentiles of the F Distribution