Test Bank Basic Marketing Research 9th Edition by Gilbert A. Churchill

Test Bank Basic Marketing Research 9th Edition by Gilbert A. Churchill

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Test Bank Basic Marketing Research 9th Edition by Gilbert A. Churchill

Basic Marketing Research is designed for students, providing a rigorous yet accessible treatment of marketing research. It covers both data analytics and customer insights, offering tools and methodologies to conduct effective marketing research.

ISBN-10: 1337100153, ISBN-13: 9781337100151

Gilbert A. Churchill, Tom J. Brown, Tracy A. Suter

Table of Contents
Chapter 1: The Role of Marketing Research
Chapter 2: The Research Process and Ethical Concerns
Chapter 3: Problem Formulation
Chapter 4: Exploratory Research
Chapter 5: Decision Support Systems: Introduction
Chapter 6: Decision Support Systems: Working with ‘Big Data’
Chapter 7: Using External Secondary Data
Chapter 8: Conducting Causal Research
Chapter 9: Collecting Descriptive Primary Data
Chapter 10: Collecting Data by Observation
Chapter 11: Collecting Data by Communication
Chapter 12: Asking Good Questions
Chapter 13: Designing the Data Collection Form for Communication Data
Chapter 14: Developing the Sampling Plan
Chapter 15: Data Collection: Types of Error and Response Rate Calculation
Chapter 16: Data Preparation for Analysis
Chapter 17: Analysis and Interpretation: Individual Variables Independently
Chapter 18: Analysis and Interpretation: Multiple Variables Simultaneously
Chapter 19: The Oral Research Presentation
Chapter 20: The Written Research Report