01957cam a22003135a 4500 15611159 OSt 20210414114236.0 090204s2010 at a 000 0 eng 2009922268 9780324599343 032459934X DLC DLC DLC HF5415.2.C49 658.8/3 22 Churchill, Gilbert A. Basic marketing research. / Gilbert A. Churchill Jr., Tom J. Brown, Tracy A. Suter. 7th ed. Australia ; Mason, OH : South-Western/Cengage Learning, c2010. xxvi, 594 p.: ill.; 29 cm. Includes access code for free 4 month subscription to InfoTrac college edition, the online library (http://www.qualtrics.com/basic). Contents: The role of marketing research -- Gathering marketing intelligence:the systems approach -- Gathering marketing intelligence:the project approach -- Problem formulation -- Types of research design and exploratory research -- Descriptive and causal research designs -- Secondary data -- Standardized marketing information service -- Collecting primary data -- Collecting information by communication -- Collecting Information by observation -- Asking good questions:measurement basic -- Measuring attitudes and other variables -- Designing the questionnaire or observation form -- Developing the sampling plan -- Determining sample size -- Collecting the data:nonsampling errors and response rate calculation -- Data analysis:preliminary steps -- Data analysis:analyzing individual variable and basic of hypothesis testing -- Data analysis:analyzing multiple variables simultaneously -- The research report -- Marketing research. Brown, Tom J. Suter,Tracy A 7 ibc orignew 2 epcn 20 y-gencatlg lcc BK 3144 10644 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2014-07-16 0 HF5415.2.C49 7636/63/14 2014-07-16 00:00:00 1 2014-07-16 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2014-07-16 0 HF5415.2.C491 7637/64/14 2014-07-16 00:00:00 2 2014-07-16 BK