Marketing Research Methodological Foundations 10th Edition Churchill Solutions Manual
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Marketing Research Methodological Foundations 10th Edition Churchill Solutions Manual.
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Marketing Research Methodological Foundations 10th Edition Churchill Solutions Manual
Product details:
- ISBN-10 : 0324359950
- ISBN-13 : 978-0324359954
- Author: Dr. Dawn Iacobucci
Expect superior, balanced coverage of both qualitative and quantitative marketing research with this market-leading text from respected marketing authorities Dr. Dawn Iacobucci and Dr. Gilbert Churchill. Recognized as the classic authority for today’s marketing research, MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, Tenth Edition, ensures the reader develops a strong conceptual as well as practical understanding of marketing research as it’s practiced today. The book’s thorough coverage of the six stages of the research process provides a solid marketing research framework while addressing topics and tools of emerging importance. New Qualtrics research activities and coverage of SPSS 17 offer first-hand practice with some of the most popular online survey tools used in business today. With its proven applications, clear presentation, and variety of timely cases, MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, Tenth Edition, serves as an exceptional learning tool for today’s learners and as an invaluable reference tool for professionals throughout their careers.
Table contents:
Part 1 Marketing Research and the Research Process
1(56)
Marketing Research: It’s Everywhere!
2(16)
Role of Marketing Research
3(4)
Who Does Marketing Research?
7(4)
Organization of Marketing Research
11(2)
Employment Opportunities in Marketing Research
13(2)
Summary
15(1)
Questions
16(1)
Applications and Problems
16(2)
Alternative Approaches to Marketing Intelligence
18(11)
Marketing Information Systems and Decision Support Systems
19(1)
Components of MISs and DSSs
20(4)
Using the Data, Model, and Interface
24(1)
Comparing Marketing Information Technologies and Marketing Research Projects
24(1)
Data Mining
25(3)
Summary
28(1)
Questions
28(1)
Applications and Problems
28(1)
The Research Process and Problem Formulation
29(28)
Marketing Research-Sequence of Steps
29(5)
Problem Formulation
34(1)
The Decision Maker and the Environment
35(2)
Translating Decision Problem to Research Problem
37(1)
The Research Proposal
38(4)
Is Marketing Research Justified?
42(2)
Choosing and Using a Research Supplier
44(2)
Summary
46(1)
Questions
46(1)
Applications and Problems
46(2)
Cases
Big Brothers of Fairfax County
48(1)
Using Loyalty Data at Flowers 4U
48(1)
E-Food and the Online Grocery Competition (A)
49(1)
Choosing a Brand Name
50(1)
Moving Consumers from Awareness to Loyalty
51(1)
Qualitative Data from Open-Ended Survey Items: A Service Quality Example
52(2)
Extending a Travel Brand
54(3)
part 2 Determine Research Design
57(84)
Research Design, Exploratory Research, and Qualitative Data
58(26)
Plan of Action
58(1)
Types of Research Design
58(2)
Exploratory Research
60(1)
Relationship Between Exploratory Research and Qualitative Data
61(1)
Some Basic Types of Exploratory Research
61(2)
Standard Qualitative Marketing Research Methods
63(18)
Summary
81(1)
Questions
81(1)
Applications and Problems
82(2)
Descriptive Research
84(15)
When to Use Descriptive Research
84(2)
Longitudinal Analysis
86(7)
Cross-Sectional Analysis
93(3)
Summary
96(1)
Questions
96(1)
Applications and Problems
96(3)
Causal Designs
99(42)
Concept of Causality
99(4)
Role of the Evidence
103(2)
Laboratory and Field Experiments
105(2)
Internal and External Validity
107(1)
Experimental Design
107(4)
Specific Designs
111(8)
Experimentation in Marketing Research
119(1)
Problems of Experimentation
119(1)
Types of Test Markets
120(3)
Summary
123(1)
Questions
124(1)
Applications and Problems
124(3)
Cases
Riverside County Humane Society (A)
127(1)
HotStuff Computer Software (A)
127(2)
Advertising Agency’s Databank
129(1)
Bakhill Foods
130(2)
Internet Advertising and Your Brain (A)
132(1)
Customer Relationship Management
133(2)
Ethnography in Practice: The Case of ESPN Zone, Chicago
135(3)
Brand Association Maps
138(3)
part 3 Design Data-Collection Methods and Forms
141(140)
Data Collection: Secondary Data
142(35)
Using Secondary Data
142(6)
Types of Secondary Data
148(8)
Standardized Marketing Information Services
156(15)
Summary
171(1)
Questions
171(1)
Applications and Problems
171(2)
Appendix: Secondary Data
173(4)
Data Collection: Primary Data
177(27)
Types of Primary Data
177(9)
Basic Means of Obtaining Primary Data
186(2)
Communication Methods
Questionnaires Classified by Method of Administration
Structured vs. Unstructured and Disguised vs. Undisguised Observation
Summary
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