Marketing Research: Methodological Foundations, 12th Edition 9781983654466

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Автор: Iacobucci Dawn, Gilbert Churchill, U
Название: Marketing Research: Methodological Foundations, 12th Edition
Перевод названия: Якобуччи Дон, Гильберт Чёрчилл: Маркетинговое иследование. Методологические основы, 12 издание
ISBN: 9781983654466
Издательство: Createspace Independent Publishing Platform
Классификация: ISBN-10: 1983654469
Обложка/Формат: Paperback
Страницы: 544
Вес: 1.24 кг.
Дата издания: 20.01.2018
Язык: English
Размер: 279 x 216 x 28
Поставляется из: США
Описание: For all the talk of big data and marketing analytics-it all starts here-youve got to know how to get data and what to do with data once youve got them. The text, MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, 12th edition, by Dr. Dawn Iacobucci and Dr. Gilbert Churchill is recognized as the perennial authority and it continues to be the lead marketing research text in the industry. MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, 12th edition, ensures that students will develop a strong conceptual as well as practical understanding of marketing research. The books thorough coverage of the six stages of the research process provides a solid marketing research framework while addressing topics and tools of emerging importance. With its proven applications, clear presentation, and variety of timely cases, MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS serves as an exceptional learning tool for todays learners (MBAs, EMBAs, advanced undergrads) and an invaluable reference tool for professionals throughout their careers. Chapters: 1) Marketing Research: Its Everywhere ; 2) Alternative Approaches to Marketing Intelligence; 3) The Research Process and Problem Formulation; 4) Research Design, Exploratory Research, and Qualitative Data; 5) Descriptive Research; 6) Causal Designs; 7) Data Collection: Secondary Data; 8) Data Collection: Primary Data; 9) Questionnaires and Data-Collection Forms; 10) Attitude Measurement; 11) Sampling Procedures; 12) Sample Size; 13) Collecting the Data: Field Procedures and Non-sampling Errors; 14) Preprocessing the Data, and Cross-Tabs, Chi-Square and Related Indices for Cross-Tabs; 15) Data Analysis: Basic Questions, Quick Stats Review; 16) Data Analysis: Examination of Differences, Analysis of Variance; 17) Data Analysis: Investigation of Association, Conjoint Analysis; 18) Multivariate Data Analysis; 19) The Research Report; Epilogue. Each section of the book also has several hands-on cases, each chapter has Ethical Dilemmas for classroom debate, and Research Realities to see real-world applicability. Each chapter ends with questions and applications to further students learning. Instructors should email the first author for additional materials: data, slides, etc.

Marketing Research: Methodological Foundations, 12th Edition, Iacobucci Dawn, Gilbert Churchill, U