Churcill, Gilbert A Primary Author Brown, Tom J. Additional Author Suter, Tracy A. Additional Author mixed material bibliography Singapore South-Western Cengage Learning 2011 en English

Printed Material

xxvi, 593p. : ill., tabs., index. ; 28 cm. PART I: 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 Formulation. PART II: RESEARCH DESIGN. 5. Types of Research Design and Exploratory Research. 6. Descriptive and Causal Research Designs. PART III: 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 IV: DATA COLLECTION FORMS. 12. Asking Good Questions: Measurement Basics. 13. Measuring Attitudes and Other Variables. 14. Designing the Questionnaire or Observation Form. PART V: SAMPLING AND DATA COLLECTION. 15. Developing the Sampling Plan. 16. Determining Sample Size. 17. Collecting the Data: Nonsampling Errors and Response Rate Calculation. PART VI: 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 VII: RESEARCH REPORTS. 21. The Research Report. Case Studies Marketing research Textbook BD 79 9781439041406 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen BD 79 Chu 35538 Short Loan (Short Loan) BD 79 Chu Basicmarketingresearh.jpg.jpg 38862 2012-07-03 00:00:00 2025-10-06 09:58:05 machine generated