02998cam a22003254i 4500 283268 283268 17843013 OSt 20190822160449.0 130807s2014 ctua 000 0 eng 2013947421 9781111525293 DLC eng rda DLC HF5415.2 .C49 2014 Brown, Tom J. author Basic marketing research : customer insights and managerial action / Tom J. Brown, Oklahoma State University, Tracy A. Suter, Oklahoma State University, Gilbert A. Churchill Jr., University of Wisconsin - Madison. Eight edition. Stamford, CT, USA ; Cengage Learning, [2014]. xxvi, 478 pages. : illustrations ; 29 cm text txt rdacontent unmediated n rdamedia volume nc rdacarrier Previously published: Basic marketing research / Gilbert A. Churchill Jr., Tom J. Brown, Tracy A. Suter. Australia ; South-Western/Cengage Learning, c2010. Includes bibliographical references and index. PART 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. Why 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. Marketing research. Churchill, Gilbert A. author Suter, Tracy A. 296595 author lcc 6 0 0 lcc 0 0 12 12 20 2019-08-20 40 186.75 0 HF5415.2 .C49 2014 50000003269775 2019-08-20 00:00:00 c. 1 186.75 2019-08-20 6