02936cam a22003014i 450000100090000000300040000900500170001300800410003001000170007102000180008804000230010605000240012910000260015324502200017925000190039926400520041830000470047033600260051733700280054333800270057150001600059850400510075850511430080952005960195265000240254870000340257270000280260617843013OSt20190822160449.0130807s2014    ctua          000 0 eng    a  2013947421  a9781111525293  aDLCbengerdacDLC00aHF5415.2b.C49 20141 aBrown, Tom J.eauthor10aBasic marketing research :bcustomer insights and managerial action /cTom J. Brown, Oklahoma State University, Tracy A. Suter, Oklahoma State University, Gilbert A. Churchill Jr., University of Wisconsin - Madison.  aEight edition. 1aStamford, CT, USA ;bCengage Learning,c[2014].  axxvi, 478 pages. :billustrations ;c29 cm  atextbtxt2rdacontent  aunmediatedbn2rdamedia  avolumebnc2rdacarrier  aPreviously published: Basic marketing research / Gilbert A. Churchill Jr., Tom J. Brown, Tracy A. Suter. Australia ; South-Western/Cengage Learning, c2010.  aIncludes bibliographical references and index.  aPART I: INTRODUCTION TO MARKETING RESEARCH AND PROBLEM FORMULATION -- 1. The Role of Marketing Research -- 2. The Research Process and Ethical Concerns -- 3. Problem Formulation -- 4. Exploratory Research -- PART II: Working with Existing Information to Solve Problems -- 5. Decision Support Systems: Introduction -- 6. Decision Support Systems: Working with "Big Data" -- 7. Using External Secondary Data -- PART III: COLLECTING PRIMARY DATA TO SOLVE PROBLEMS -- 8. Causal Research -- 9. Collecting Descriptive Primary Data -- 10. Collecting Data by Observation -- 11. Collecting Data by Communication -- 12. Asking Good Questions -- 13. Designing the Data Collection Form -- 14. Developing the Sampling Plan -- 15. Data Collection: Enhancing Response Rates while Limiting Errors -- PART IV: ANALYZING DATA -- 16. Data Preparation for Analysis -- 17. Analysis and Interpretation: Individual Variables Independently -- 18. Analysis and Interpretation: Multiple Variables Simultaneously -- PART IV: REPORTING THE RESULTS -- 19. The Oral Research Presentation -- 20. The Written Research Report -- Appendix -- Endnotes -- Glossary -- Index.  aWhy is BASIC MARKETING RESEARCH the best-selling marketing textbook? It is a best seller because it's written from a student's perspective. Authors Brown, Suter, and Churchill 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. 0aMarketing research.1 aChurchill, Gilbert A.eauthor  aSuter, Tracy A.eauthor