Marketing research :
Churchill, Gilbert A.
Marketing research : methodological foundations / Gilbert A. Churchill, Jr - Seventh edition - xxxviii, 1,017 pages : illustrations ; 26 cm - The Dryden Press series in marketing . - Dryden Press series in marketing. .
Includes bibliographical references and indexes
Marketing Research, the Research Process, and Problem Definition -- Marketing Research: A Pervasive Activity -- Alternative Approaches to Marketing Intelligence -- Appendix 2A: Marketing Research Ethics -- The Research Process and Problem Foundation -- Determine Research Design -- Research Design -- Causal Designs -- Design Data-Collection Method and Forms -- Data Collection: Secondary Data -- Appendix 6A: Secondary Data -- Data Collection: Primary Data -- Data-Collection Forms -- Attitude Measurement -- Appendix 9A: Perceptual Mapping -- Appendix 9B: Conjoint Measurement -- Appendix 9C: Psychological Measurement -- Sample Design and Data Collection -- Sampling Procedures -- Sample Size -- Collecting the Data: Field Procedures and Nonsampling Errors -- Analysis and Interpretation of Data -- Data Analysis: Preliminary Steps -- Appendix 13A: Avery Sporting Goods -- Data Analysis: Basic Questions -- Appendix 14A: Hypothesis Testing -- Data Analysis: Examination of Differences -- Appendix 15A: Analysis of Variance -- Appendix 15B: Analysis of Catalog-Buying Data -- Data Analysis: Investigation of Association -- Appendix 16A: Nonparametric Measures of Association -- Appendix 16B: Analysis of Catalog-Buying Data -- Data Analysis: Discriminant, Factor, and Cluster Analysis -- Appendix 17A: Analysis of Catalog-Buying Data -- The Research Report -- The Research Report -- Epilogue -- Appendix A Cumulative Standard Unit Normal Distribution -- Appendix B Selected Percentiles of the X[superscript 2] Distribution -- Appendix C Upper Percentiles of the t Distribution -- Appendix D Selected Percentiles of the F Distribution -- Glossary -- Index pt. 1. 1. 2. 3. pt. 2. 4. 5. pt. 3. 6. 7. 8. 9. pt. 4. 10. 11. 12. pt. 5. 13. 14. 15. 16. 17. pt. 6. 18.
0030238161 9780030238161
Marketing research.
658.83 CHU
Marketing research : methodological foundations / Gilbert A. Churchill, Jr - Seventh edition - xxxviii, 1,017 pages : illustrations ; 26 cm - The Dryden Press series in marketing . - Dryden Press series in marketing. .
Includes bibliographical references and indexes
Marketing Research, the Research Process, and Problem Definition -- Marketing Research: A Pervasive Activity -- Alternative Approaches to Marketing Intelligence -- Appendix 2A: Marketing Research Ethics -- The Research Process and Problem Foundation -- Determine Research Design -- Research Design -- Causal Designs -- Design Data-Collection Method and Forms -- Data Collection: Secondary Data -- Appendix 6A: Secondary Data -- Data Collection: Primary Data -- Data-Collection Forms -- Attitude Measurement -- Appendix 9A: Perceptual Mapping -- Appendix 9B: Conjoint Measurement -- Appendix 9C: Psychological Measurement -- Sample Design and Data Collection -- Sampling Procedures -- Sample Size -- Collecting the Data: Field Procedures and Nonsampling Errors -- Analysis and Interpretation of Data -- Data Analysis: Preliminary Steps -- Appendix 13A: Avery Sporting Goods -- Data Analysis: Basic Questions -- Appendix 14A: Hypothesis Testing -- Data Analysis: Examination of Differences -- Appendix 15A: Analysis of Variance -- Appendix 15B: Analysis of Catalog-Buying Data -- Data Analysis: Investigation of Association -- Appendix 16A: Nonparametric Measures of Association -- Appendix 16B: Analysis of Catalog-Buying Data -- Data Analysis: Discriminant, Factor, and Cluster Analysis -- Appendix 17A: Analysis of Catalog-Buying Data -- The Research Report -- The Research Report -- Epilogue -- Appendix A Cumulative Standard Unit Normal Distribution -- Appendix B Selected Percentiles of the X[superscript 2] Distribution -- Appendix C Upper Percentiles of the t Distribution -- Appendix D Selected Percentiles of the F Distribution -- Glossary -- Index pt. 1. 1. 2. 3. pt. 2. 4. 5. pt. 3. 6. 7. 8. 9. pt. 4. 10. 11. 12. pt. 5. 13. 14. 15. 16. 17. pt. 6. 18.
0030238161 9780030238161
Marketing research.
658.83 CHU