Amazon no longer offers textbook rentals. We do!

Marketing Research with Infortrac: Methodological Foundations

by: Churchill, Gilbert A.; Iacobucci, Dawn

Marketing Research with Infortrac: Methodological Foundations

by: Churchill, Gilbert A.; Iacobucci, Dawn

ISBN 13:
9780324201604
ISBN 10:
0324201605
Edition: 9th
Format: Paperback
Copyright: 09/11/2009
Publisher: South-Western College Pub
Newer Edition

Rent

Sorry, this item is currently unavailable.

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

Extend or Purchase Your Rental at Any Time

Need to keep your rental past your due date? At any time before your due date you can extend or purchase your rental through your account.

Summary

Do you know the six stages of successful marketing research? Find out with MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS. Inside you'll learn about all stages, plus how to make them work for you in real-world situations. This textbook continues to be the market leader because of its balanced coverage and its easy-to-understand presentation. Get a solid foundation in class and preparation for the future.

Part 1: Marketing Research, the Research Process, and Problem Definition

(70)

Chapter 1: Marketing Research: It's Everywhere!

(22)

Role of Marketing Research

(6)

Who Does Marketing Research?

(4)

Organization of Marketing Research

(3)

Employment Opportunities in Marketing Research

(3)

Summary

(3)

Chapter 2: Alternative Approaches to Marketing Intelligence

(13)

Marketing Information Systems and Decision Support Systems

(1)

Components of MISs and DSSs

(4)

Using the Data, Model, and Interface

(1)

Comparing Marketing Information Technologies and Marketing Research Projects

(1)

Data Mining

(4)

Summary

(2)

Chapter 3: The Research Process and Problem Formulation

(27)

Marketing Research-Sequence of Steps

(4)

Problem Formulation

(3)

The Decision Maker and the Environment

(3)

Translating Decision Problem to Research Problem

(4)

The Research Proposal

(1)

Is Marketing Research Justified?

(3)

Choosing and Using a Research Supplier

(3)

Summary

(5)

Cases for Part 1

Case 1.1: Big Brothers of Fairfax County

(1)

Case 1.2: Hand-to-Hand Against Palm (A)

(1)

Case 1.3: E-Food and the Online Grocery Competition (A)

(1)

Case 1.4: Choosing a Brand Name

(1)

Case 1.5: Moving Consumers from Awareness to Loyalty

(1)

Case 1.6: Qualitative Data from Open-Ended Survey Items: A Service Quality Example

(3)

Part 2: Determine Research Design

(94)

Chapter 4: Research Design, Exploratory Research, and Qualitative Data

(33)

Plan of Action

(1)

Types of Research Design

(2)

Exploratory Research

(1)

Relationship Between Exploratory Research and Qualitative Data

(1)

Some Basic Types of Exploratory Research

(2)

Standard Qualitative Marketing Research Methods

(22)

Summary

102

(4)

Chapter 5: Descriptive Research

106

(16)

When to Use Descriptive Research

107

(1)

Longitudinal Analysis

108

(10)

Summary

118

(4)

Chapter 6: Causal Designs

122

(32)

Concept of Causality

123

(4)

Role of the Evidence

127

(4)

Internal and External Validity

131

(5)

Specific Designs

136

(8)

Experimentation in Marketing Research

144

(1)

Problems of Experimentation

144

(2)

Types of Test Markets

146

(3)

Summary

149

(5)

Cases for Part 2

Case 2.1: Riverside County Humane Society (A)

154

(1)

Case 2.2: HotStuff Computer Software (A)

154

(2)

Case 2.3: Hand-to-Hand Against Palm (B)

156

(1)

Case 2.4: Bakhill Foods

157

(2)

Case 2.5: Internet Advertising and Your Brain (A)

159

(1)

Case 2.6: Customer Relationship Management

160

(1)

Case 2.7: Ethnography in Practice: The Case of ESPN Zone, Chicago

161

(4)

Part 3: Design Data-Collection Methods and Forms

165

(154)

Chapter 7: Data Collection: Secondary Data

167

(35)

Using Secondary Data

168

(5)

Types of Secondary Data

173

(9)

Standardized Marketing Information Services

182

(17)

Summary

199

(3)

Chapter 8: Data Collection: Primary Data

202

(31)

Types of Primary Data

203

(9)

Basic Means of Obtaining Primary Data

212

(2)

Communication Methods

214

(4)

Questionnaires Classified by Method of Administration

218

(11)

Structured vs. Unstructured and Disguised vs. Undisguised Observation

229

(1)

Summary

229

(4)

Chapter 9: Questionnaires and Data-Collection Forms

233

(32)

Questionnaire Design

234

(24)

Observational Forms

258

(3)

Summary

261

(4)

Chapter 10: Attitude Measurement

265

(35)

Scales of Measurement

267

(2)

Scaling of Psychological Attributes

269

(13)

Which Scale to Use

282

(2)

Summary

284

(3)

Appendix 10: Psychological Measurement

287

(109)

Variations in Measured Scores

290

(1)

Classification and Assessment of Error

291

(2)

Direct Assessment of Validity

293

(2)

Indirect Assessment through Reliability

295

(2)

Summary

297

(3)

Cases for Part 3

Case 3.1: E-Food and the Online Grocery Competition (B)

300

(1)

Case 3.2: Premium Pizza Inc.

301

(4)

Case 3.3: CTM Productions (A)

305

(1)

Case 3.4: Calamity-Casualty Insurance Company

305

(4)

Case 3.5: Measuring Magazines

309

(2)

Case 3.6: Secondary Data on Health from CDC

311

(2)

Case 3.7: Critiquing Questionnaires

313

(6)

Part 4: Sample Design for Data Collection and Sample Size

319

(84)

Chapter 11: Sampling Procedures

321

(38)

Required Steps

322

(2)

Types of Sampling Plans

324

(2)

Nonprobability Samples

326

(3)

Probability Samples

329

(24)

Summary

353

(6)

Chapter 12: Determining Sample Size

359

(18)

Basic Considerations

360

(2)

Sample Size Determination When Estimating Means

362

(5)

Sample Size Determination When Estimating Proportions

367

(2)

Population Size and Sample Size

369

(1)

Other Probability Sampling Plans

369

(1)

Using Anticipated Cross Classifications to Determine Sample Size

370

(1)

Summary

371

(6)

Chapter 13: Collecting the Data: Field Procedures and Nonsampling Errors

377

(19)

Impact and Importance of Nonsampling Errors

378

(1)

Types of Nonsampling Errors

378

(12)

Total Error Is Key

390

(2)

Summary

392

(4)

Cases for Part 4

Case 4.1: Riverside County Humane Society (B)

396

(1)

Case 4.2: PartyTime, Inc.

396

(2)

Case 4.3: HotStuff Computer Software (B)

398

(1)

Case 4.4: International Differences in the Cost of Data

399

(1)

Case 4.5: Digital Euro Music

400

(1)

Case 4.6: Sampling Gambling

401

(2)

Part 5: Data Analysis and Interpretation

403

(234)

Chapter 14: Preprocessing the Data, and Doing Cross-Tabs

405

(48)

Editing

406

(2)

Coding

408

(2)

Tabulation

410

(7)

Goodness-of-Fit Chi-Square Test on One Variable

417

(3)

Kolmogorov-Smirnov Test

420

(1)

Cross-Tabs

421

(1)

Contingent Relationships in Cross-Tabs

422

(10)

Presenting Tabular Data

432

(1)

Summary

432

(7)

Appendix 14: Chi-Square and Related Indices for Cross-Tabs

439

(29)

Hypotheses and Statistics to Test Them

440

(4)

Log Linear Models

444

(3)

Nonparametric Measures of Association

447

(3)

Summary

450

(3)

Chapter 15: Data Analysis-Basic Questions

453

(27)

Choice of Analysis Technique: An Example

454

(3)

Basic Considerations

457

(6)

Overview of Statistical Procedures

463

(2)

Summary

465

(3)

Appendix 15: Quick Stats Review

468

(29)

Null Hypothesis

469

(1)

Types of Errors

470

(1)

Procedure

471

(3)

Power

474

(4)

Summary

478

(2)

Chapter 16: Are My Groups the Same or Different?

480

(31)

Hypotheses about One Mean

481

(3)

Hypotheses about Two Means

484

(7)

Hypotheses about Two Proportions

491

(2)

Summary

493

(4)

Appendix 16: Analysis of Variance

497

(38)

Randomized Blocks

501

(3)

Factorial Designs

504

(4)

Summary

508

(3)

Chapter 17: Are These Variables Related?

511

(42)

Simple Regression and Correlation Analysis

512

(1)

Simple Regression

512

(9)

Correlation Coefficient

521

(4)

Multiple-Regression Analysis

525

(6)

Summary

531

(4)

Appendix 17: Conjoint Analysis

535

(84)

Variable Transformations

536

(1)

Dummy Variables

536

(2)

Conjoint Analysis

538

(12)

Summary

550

(3)

Chapter 18: Multivariate Data Analysis

553

(74)

Discriminant Analysis

554

(14)

Factor Analysis

568

(17)

Cluster Analysis

585

(18)

Multidimensional Scaling and Perceptual Mapping

603

(10)

Summary

613

(6)

Appendix 18: More Multivariate Statistical Techniques

619

Correspondence Analysis

620

(1)

Structural Equations Models

621

(2)

Neural Networks

623

(1)

Social Networks

624

(3)

Cases for Part 5

Case 5.1: CTM Productions (B)

627

(1)

Case 5.2: E-Food and the Online Grocery Competition (C)

627

(1)

Case 5.3: Internet Advertising and Your Brain (B)

627

(2)

Case 5.4: A Picture Is Worth a Megabyte of Words: Census Data and Trends in Lifestyle Purchases

629

(1)

Case 5.5: CountryCable: Customer Satisfaction Survey Data

630

(1)

Case 5.6: Teeth-Whitening Conjoint Study

631

(3)

Case 5.7: Sports Marketing and Television Programming

634

(1)

Case 5.8: Repositioning a Brand

635

(2)

Part 6: The Research Report

637

(20)

Chapter 19: The Research Report

639

(18)

Criteria of Research Reports

640

(1)

Writing Criteria

640

(6)

The Oral Report

646

(1)

Graphic Presentation of the Results

647

(6)

Summary

653

(4)

Epilogue

657

(4)

Appendix A: Cumulative Probabilities for the Standard Normal Distribution

661

(1)

Appendix B: Critical Values of χ²

662

(3)

Appendix C: Critical Values of τ

665

(1)

Appendix D: Percentage Points for the F Distribution. α = .05

666

(5)

Glossary

671

(12)

Subject Index

683

(12)

Author Index

695

Amazon no longer offers textbook rentals. We do!

Marketing Research with Infortrac: Methodological Foundations

Marketing Research with Infortrac: Methodological Foundations

9780324201604

0324201605

Summary

Table of Contents

Supplemental Materials

Write a Review

Amazon no longer offers textbook rentals. We do!

Marketing Research with Infortrac: Methodological Foundations

Marketing Research with Infortrac: Methodological Foundations

9780324201604

0324201605

Summary

Table of Contents

Supplemental Materials

Write a Review

Related Products