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.

PART I INTRODUCTION TO MARKETING RESEARCH AND PROBLEM DEFINITION

1

(99)

Role of Marketing Research

2

(20)

Gathering Marketing Intelligence

22

(20)

Process of Marketing Research

42

(28)

Appendix 3A Marketing Research Ethics

54

(16)

Problem Formulation

70

(30)

PART II RESEARCH DESIGN

100

(74)

Types of Research Design and Exploratory Research

102

(22)

Descriptive and Causal Research Designs

124

(50)

PART III DATA-COLLECTION METHODS

174

(136)

Secondary Data

176

(38)

Appendix 7A Secondary Data

202

(12)

Standardized Marketing Information Services

214

(22)

Collecting Primary Data

236

(18)

Collecting Information by Questionnaire

254

(30)

Collecting Information by Observation

284

(26)

PART IV DATA COLLECTION FORMS

310

(134)

Designing the Questionnaire or Observation Form

312

(44)

Measurement Basics

356

(28)

Measuring Attitudes, Perceptions, and Preferences

384

(60)

PART V SAMPLING AND DATA COLLECTION

444

(138)

Types of Samples and Simple Random Sampling

446

(32)

Stratified and Cluster Sampling

478

(24)

Sample Size

502

(28)

Collecting the Data: Field Procedures and Nonsampling Errors

530

(52)

PART VI DATA ANALYSIS

582

(182)

Data Analysis: Preliminary Steps

516

(122)

Appendix 19A Hypothesis Testing

626

(12)

Data Analysis: Examining Differences

638

(34)

Appendix 20A Analysis of Variance

666

(6)

Data Analysis: Investigating Associations

672

(92)

Appendix 21A Nonparametric Measures of Association

705

(59)

PART VII RESEARCH REPORTS

764

(45)

The Written Research Report

766

(24)

The Oral Research Report

790

(19)

Epilogue

809

(5)

Appendix

814

Index

000

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Basic Marketing Research

Summary

Table of Contents

Supplemental Materials