TY  - BOOK
AU  - Churchill,Gilbert A.
TI  - Marketing research: methodological foundations 
T2  - The Dryden Press series in marketing
SN  - 0030238161
U1  - 658.83 CHU 22
PY  - 1999///]
CY  - Fort Worth
PB  - Dryden Press
KW  - Marketing research
N1  - Includes bibliographical references and indexes; pt. 1; Marketing Research, the Research Process, and Problem Definition --; 1; Marketing Research: A Pervasive Activity --; 2; Alternative Approaches to Marketing Intelligence --; Appendix 2A: Marketing Research Ethics --; 3; The Research Process and Problem Foundation --; pt. 2; Determine Research Design --; 4; Research Design --; 5; Causal Designs --; pt. 3; Design Data-Collection Method and Forms --; 6; Data Collection: Secondary Data --; Appendix 6A: Secondary Data --; 7; Data Collection: Primary Data --; 8; Data-Collection Forms --; 9; Attitude Measurement --; Appendix 9A: Perceptual Mapping --; Appendix 9B: Conjoint Measurement --; Appendix 9C: Psychological Measurement --; pt. 4; Sample Design and Data Collection --; 10; Sampling Procedures --; 11; Sample Size --; 12; Collecting the Data: Field Procedures and Nonsampling Errors --; pt. 5; Analysis and Interpretation of Data --; 13; Data Analysis: Preliminary Steps --; Appendix 13A: Avery Sporting Goods --; 14; Data Analysis: Basic Questions --; Appendix 14A: Hypothesis Testing --; 15; Data Analysis: Examination of Differences --; Appendix 15A: Analysis of Variance --; Appendix 15B: Analysis of Catalog-Buying Data --; 16; Data Analysis: Investigation of Association --; Appendix 16A: Nonparametric Measures of Association --; Appendix 16B: Analysis of Catalog-Buying Data --; 17; Data Analysis: Discriminant, Factor, and Cluster Analysis --; Appendix 17A: Analysis of Catalog-Buying Data --; pt. 6; The Research Report --; 18; 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
ER  -