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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.

Tabla de contenidos provista por Syndetics

• Part One Introduction To Marketing Research And Problem Definition
• 1 Role of Marketing Research
• 2 Gathering Marketing Intelligence: The Systems Approach
• 3 Gathering Marketing Intelligence: The Project Approach
• 4 Problem Formation
• Part TWO Research Design
• 5 Types of Research Design and Exploratory Research
• 6 Descriptive and Causal Research Designs
• Part Three Data-Collection Methods
• 7 Secondary Data
• 8 Standardized Marketing Information Services
• 9 Collecting Primary Data
• 10 Collecting Information by Communication
• 11 Collecting Information by Observation
• Part four Data Collection Forms
• 12 Designing the Questionnaire or Observation Form
• 13 Measurement Basics
• 14 Measuring Attitudes, Perceptions, and Preferences
• Part Five Sampling And Data Collection
• 15 Sampling Basics and Methods
• 16 Sample Size
• 17 Collecting the Data: Nonsampling Errors and Response Rate Calculation
• Part Six Data Analysis
• 18 Data Analysis: Preliminary Steps
• 19 Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing
• 20 Data Analysis: Analyzing Multiple Variables Simultaneously
• Part Seven Research Reports
• 21 The Written Research Report
• 22 The Oral Research Report