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Marketing research methodological foundations Gilbert A. Churchill, Jr., Dawn Iacobucci.
Series The Harcourt series in marketingDetalles de publicación: Fort Worth Harcourt College Publishers c2002.Edición: 8th edDescripción: xxvi, 1006 p. ill. 26 cmISBN:- 0030331013
- 658.83 C5631m8 21
- HF5415.2 .C5 2002
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Libro | Biblioteca de Mayagüez Colección General mb | HF5415.2 .C5 2002 (Navegar estantería(Abre debajo)) | Disponible | 50000002142742 | ||||||||||||||
| Libro | Biblioteca Encarnación Valdés Colección General bev | 658.83 C5631m8 (Navegar estantería(Abre debajo)) | Disponible | 80000002186578 | ||||||||||||||
| Libro | Biblioteca Mons. Iñaki Mallona (Arecibo) Colección General ab | 658.83 C5631m8 (Navegar estantería(Abre debajo)) | Disponible | 60000002998315 |
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Descripciones mejoradas de Syndetics:
This market leader has established itself as a classic through seven previous editions by presenting superior, balanced coverage of both the qualitative and quantitative aspects of marketing research. The six stages of the research process provide a solid framework to ensure the development of students' conceptual and practical understanding of marketing research. It may be used for both upper-division undergraduate and graduate level courses.
Includes bibliographical references and indexes.
Tabla de contenidos provista por Syndetics
- Part I Marketing Research, the Research Process and Problem Definition
- 1 Marketing Research: A Pervasive Activity
- 2 Alternative Approaches to Marketing Intelligence
- 3 The Research Process and Problem Formulation
- Cases for Part 1
- Part II Determine Research Design
- 4 Research Design
- 5 Causal Designs
- Cases for Part 2
- Part III Design Data-Collection Method and Forms
- 6 Data Collection: Secondary Data
- Appendix 6A Secondary Data Sources
- 7 Data Collection: Primary Data
- 8 Data-Collection Forms
- 9 Attitude Measurement
- Appendix 9A Psychological Measurement
- Cases for Part 3
- Part IV Sample Design and Data Collection
- 10 Sampling Procedures
- 11 Sample Size
- 12 Collecting the Data: Field Procedures and Nonsampling Errors
- Cases for Part 4
- Part V Analysis and Interpretation of Data
- 13 Data Analysis: Preliminary Steps
- Appendix 13A Chi-Square Tests
- Appendix 13B 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 Multivariate Data Analysis: Discriminant Analysis, Factor Analysis, Cluster Analysis, and Multidimensional Scaling
- Appendix 17A More Multivariate Statistical Techniques
- Appendix 17B Analysis of Catalog-Buying Data
- Cases for Part 5
- Part VI The Research Report
- 18 The Research Report