Basic Marketing Research

Why is BASIC MARKETING RESEARCH the best-selling marketing textbook? Because it's written to your perspective as a student. Authors Churchill and Brown know that for a marketing textbook to be effective, students have to be able to understand it. And they've achieved that time and again. This edition is packed with the features that made it a best-seller in the first place, from study tools to updated content to an easy-to-read writing style. Plus, in this volume you'll learn more about how experts gather data and how to use it yourself to turn greater profits.

Introduction To Marketing Research And Problem Definition
Role of Marketing Research
Gathering Marketing Intelligence: The Systems Approach
Gathering Marketing Intelligence: The Project Approach
Problem Formation
Research Design
Types of Research Design and Exploratory Research
Descriptive and Causal Research Designs
Data-Collection Methods
Secondary Data
Standardized Marketing Information Services
Collecting Primary Data
Collecting Information by Communication
Collecting Information by Observation
Data Collection Forms
Designing the Questionnaire or Observation Form
Measurement Basics
Measuring Attitudes, Perceptions, and Preferences
Sampling And Data Collection
Sampling Basics and Methods
Sample Size
Collecting the Data: Nonsampling Errors and Response Rate Calculation
Data Analysis
Data Analysis: Preliminary Steps
Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing
Data Analysis: Analyzing Multiple Variables Simultaneously
Research Reports
The Written Research Report
The Oral Research Report
Table of Contents provided by Publisher. All Rights Reserved.

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Basic Marketing Research

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Table of Contents

Supplemental Materials