Churchill, Gilbert A. creator Brown, Tom J. Suter,Tracy A text at Australia Mason, OH South-Western/Cengage Learning c2010 2010 7th ed. monographic eng

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xxvi, 594 p.: ill.; 29 cm. 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 -- Gilbert A. Churchill Jr., Tom J. Brown, Tracy A. Suter. Includes access code for free 4 month subscription to InfoTrac college edition, the online library (http://www.qualtrics.com/basic). Marketing research HF5415.2.C49 658.8/3 9780324599343 032459934X 2009922268 DLC 090204 20210414114236.0 15611159