Marketing research : methodological foundations / Gilbert A. Churchill, Jr

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