Marketing Research Methodological Foundations (with Qualtrics Card)
by Iacobucci, Dawn; Churchill, Gilbert A.Edition: 10th
Format: Hardcover
Pub. Date: 2009-10-20
Publisher(s): Cengage Learning
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Summary
Learn the keys to the six stages of successful marketing research as you study both qualitative and quantitative marketing research techniques in this market-leading book. Recognized as the standard for mastering today's marketing research, Iacobucci/Churchill's MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, Tenth Edition, shows you how to make each stage of marketing research work for you as you confront actual business challenges. You gain both a strong conceptual and a practical understanding of marketing research as this book examines some of marketing research's most important emerging topics and tools. New Qualtrics research activities introduce you to this popular online survey tool, while proven applications, clear explanations, and timely cases ensure MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, Tenth Edition, is an ideal learning tool now and an invaluable reference tool for you to use throughout your professional career.
Table of Contents
| Marketingi Research And The Research Process | |
| Marketing Research: It's Everywhere! | |
| Alternative Approaches to Marketing Intelligence | |
| The Research Process and Problem Formulation | |
| Part 1 Cases | |
| Big Brothers of Fairfax County | |
| Using Loyalty Data at Flowers 4U | |
| E-Food and the Online Grocery Competition (A) | |
| Choosing a Brand Name | |
| Moving Consumers from Awareness to Loyalty | |
| Qualitative Data from Open-Ended Survey Items: A Service Quality Example | |
| Extending a Travel Brand | |
| Determining Research Design | |
| Research Design, Exploratory Research, and Qualitative Data | |
| Descriptive Research | |
| Casual Designs | |
| Part 2 Cases | |
| Riverside County Humane Society (A) | |
| Hotstuff Computer Software (A) | |
| Advertising Agency's Databank. | |
| Bakhill Foods | |
| Internet Advertising and Your Brain (A) | |
| Customer Relationship Management | |
| Ethnography in Practice: The Case of ESPN Zone, Chicago | |
| Brand Association Maps | |
| Design Data Collection Method And Forms | |
| Data Collection: Secondary Data | |
| Data Collection: Primary Data | |
| Questionnaires and Data Collection Forms | |
| Attitude Measurement | |
| 10 Appendix | |
| Psychological Measurement | |
| Part 3 Cases | |
| Food and the Online Grocery Competition (B) | |
| Premium Pizza Inc | |
| CTM Productions (A) | |
| Comparing Ads Against a Databank | |
| Measuring Magazines | |
| Secondary Data on Health from CDC | |
| Critiquing Questionnaires | |
| Sample Designs For Data Collection And Sample Size | |
| Sampling Procedures | |
| Determining Sample Size | |
| Field Procedures for Collecting the Data | |
| Part 4 Cases | |
| Riverside County Humane Society (B) | |
| Sampling Lead-Users for New Products | |
| Sampling from Your Loyalty Database | |
| International Differences in the Cost of Data. | |
| Online Samples | |
| Sampling Gambling | |
| Data Analysis And Interpretation | |
| Preprocessing the Data, and Doing Cross-Tabs | |
| 14 Appendix | |
| Chi-Square and Related Indices | |
| Data Analysis--Basic Questions | |
| 15 Appendix | |
| Quick Stats Review | |
| Are My Groups The Same or Different? | |
| 16 Appendix | |
| Quick Stats Review | |
| Are These Variables Related? | |
| Multivariate Data Analysis | |
| 18 Appendix | |
| More Multivariate Statistical Techniques | |
| Part 5 Cases | |
| CTM Productions (B) | |
| E-Food and the Online Grocery Competition (C) | |
| Internet Advertising and Your Brain (B) | |
| A Picture is Worth a Megabyte of Words: Census Data and Trends in Lifestyle Purchases | |
| CountryCable: Customer Satisfaction Survey Data | |
| Teeth Whitening Conjoint Study | |
| Sports Marketing and Television Programming | |
| Repositioning a Brand | |
| Conjoint--Branding and Pricing | |
| Segmentation Study | |
| The Research Report | |
| The Research Report | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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