customer insights and managerial action Brown, Tom J. creator author Churchill, Gilbert A. author Suter, Tracy A. author text ctu 2014 Eight edition. monographic eng

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xxvi, 478 pages. : illustrations ; 29 cm 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. 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. Tom J. Brown, Oklahoma State University, Tracy A. Suter, Oklahoma State University, Gilbert A. Churchill Jr., University of Wisconsin - Madison. 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. Marketing research HF5415.2 .C49 2014 9781111525293 2013947421 DLC 130807 20190822160449.0 17843013 eng