Marketing Research: Methodological Foundations, 9th Edition
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Gilbert A. Churchill - University of Wisconsin

Dawn Iacobucci - Owen Graduate School of Management - Vanderbilt University

ISBN-10: 0324201605  ISBN-13: 9780324201604

1006 Pages   Casebound

© 2005     Published

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• Overview
• |
• About the Author
• |
• Table of Contents

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.