Marketing research: methodological foundations
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Fort Worth [u.a.]
Dryden Press
1995
|
| Ausgabe: | 6. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Begleitbd. u.d.T. : Instructor's manual to accompany Marketing research |
| Beschreibung: | getr. Zählung graph. Darst. |
| ISBN: | 0030983665 |
Internformat
MARC
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| 100 | 1 | |a Churchill, Gilbert A. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Marketing research |b methodological foundations |c Gilbert A. Churchill |
| 250 | |a 6. ed. | ||
| 264 | 1 | |a Fort Worth [u.a.] |b Dryden Press |c 1995 | |
| 300 | |a getr. Zählung |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
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| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Begleitbd. u.d.T. : Instructor's manual to accompany Marketing research | ||
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Datensatz im Suchindex
| _version_ | 1804126299225063424 |
|---|---|
| adam_text | ¦¦¦¦¦ 1 Marketing Research, the Research Process,
and Problem Definition 1
± Marketing Research: A Pervasive Activity 2
Marketing Manager s Role Revisited 5
Marketing Research Role 5
Research Realities 1.1: International Missteps Caused bx
Environmental Differences 7
Definition of Marketing Research 10
Who Does Marketing Research? 11
Research Realities 1.2: The World s Ten Largest Marketing Research Firms 14
Organization of Marketing Research 16
Job Opportunities in Marketing Research 19
Research Realities 1.3: Marketing Research Job Titles and Responsibilities 20
Thorndike Sports Equipment Video Case 26
Z* Alternative Approaches to Marketing Intelligence 27
Fundamental Difference 28
Marketing Information Systems 28
Research Realities 2.1: Sales Analysis, Sales Expense, and Margin Reports in a
Consumer Food Products Company 30
Decision Support Systems 32
Data System 33
Research Realities 2.2: Generating Consumer Purchase Data 35
Research Realities 2.3: An Experience of the Mead Corporation with an On Line
Information Search 37
Research Realities 2.4: Should the CIA Provide Competitive Intelligence? 41
Model System 41
Research Realities 2.5: Some Controversies over the Generation and Sales of
Consumer Behavior Data 42
Dialog System 46
VIV
XX Contents
DSS versus MIS 49
The Future of DSS versus Traditional Marketing Research 49
Research Realities 2.6: Experience at Clorox in Using
the Metaphor Dialog System 50
Research Realities 2.7: Casinos Leave Nothing to Chance:
Gambling Houses Use Consultants, Data Bases, and Questionnaires
to Learn More about Their Customers 52
Appendix 2A: Marketing Research Ethics 55
Ethical Frameworks 61
Deontology 62
Teleology 62
Researcher Research Participant Relationship 64
Preserving Participants Anonymity 66
Exposing Participants to Mental Stress 67
Asking Participants Questions Detrimental to Their Self interest 67
Use of Special Equipment and Techniques 67
Involving Participants in Research without Their Knowledge 68
Use of Deception 70
Use of Coercion 70
Depriving Participants of Their Right to Self Determination 71
Researcher Client Relationship 72
Confidentiality 72
Technical Integrity 73
Administrative Integrity 73
Research Utilization 74
Research Realities 2A.1: Researchers Own Perceptions of the
Four Most Difficult Ethical Problems They Face 74
Researcher Research Team Relationship 75
Own Beliefs 75
Association with Others 75
Opportunity 76
Needed: A Balanced Perspective 77
D The Research Process and Problem Formulation 79
Research Realities 3.1: Major Thrusts of Marketing Research at Gillette Company 80
Marketing Research — Sequence of Steps 82
Formulate Problem 82
Determine Research Design 82
Design Data Collection Method and Forms 82
Design Sample and Collect Data 82
Analyze and Interpret the Data 83
Contents xxi
Prepare the Research Report 84
Additional Comments 84
Problem Formulation 87
Research Realities 3.2: Managers as Active Participants in the Research Process 90
The Decision Maker and the Environment 91
Research Realities 3.3: Instances in Which Research Will Be
a Waste of Time and Resources 92
Alternative Courses of Action 94
Objectives of the Decision Maker 95
Consequences of Alternative Courses of Action 96
Decision Problem to Research Problem 97
Research Realities 3.4: Alternative Responses to an Information
Request and Their Likely Effects 100
The Research Proposal 104
Is Marketing Research Justified? 104
Research Realities 3.5: A Sample Proposal at General Mills
for Research on Protein Plus Cereal 106
Choosing and Using a Research Supplier 107
Thorndike Sports Equipment Video Case 112
Appendix 3A: Bayesian Decision Theory 112
Basic Notions of Decision Making 113
Probability 113
Payoff Table 114
Prior Analysis 116
Expected Value 116
Preposterior Analysis 117
Value of Perfect Information 117
Value of Sample Information 118
Review of Procedure 123
Decision Tree 124
Additional Considerations 128
Additional States of Nature and/or Alternatives 128
Nonlinear Utility Functions 128
Uncertain Payoffs 129
Bayesian Analysis and Marketing Research 129
Cases for Part 1
1.1 Big Brothers of Fairfax County 135
1.2 Supervisory Training at the Management Institute 136
1.3 Department of Administration 137
1.4 Wisconsin Power Light (A) 139
1.5 The Williams Company 141
xxii Contents
^^^^^m £ Determine Research Design 143
tt Research Design 144
Plan of Action 144
Types of Research Design 145
Exploratory Research 147
Research Realities 4.1: Research Supporting the Development and
Introduction of 0 Gradv s Potato Chips 148
Literature Search 150
Experience Survey 152
Focus Groups 153
Research Realities 4.2: Use of an Experience Survey to Gain Insight
into a Declining Sales Situation 154
Research Realities 4.3: Experiences of Oscar Mayer and the Buick Division
of General Motors with Focus Groups 156
Research Realities 4.4 Global Focus Groups 158
Analysis of Selected Cases 161
Descriptive Research 163
Longitudinal Analysis 166
Research Realities 4.5: Use of an On Line Computer Panel by Nickelodeon 169
Research Realities 4.6: Comparison of Responses of the Market Facts
Mail Panel and Randomly Selected Telephone Samples 176
Cross Sectional Analysis 177
Thorndike Sports Equipment Video Case 188
3 Causal Designs 190
Concept of Causality 190
Concomitant Variation 191
Time Order of Occurrence of Variables 195
Elimination of Other Possible Causal Factors 195
Role of the Evidence 197
Experimentation 197
Research Realities 5.1: Using Letters to Identify Products or Brands 198
Laboratory and Field Experiments 199
Internal and External Validity 201
Research Realities 5.2: Illustration of Internal and External Validity 203
Experimental Design 204
Extraneous Variables 205
Contents xxiii
Specific Designs 210
Preexperimental Designs 210
True Experimental Designs 212
Quasi Experimental Designs 219
Experimental versus Nonexperimental Designs 221
Experimentation in Marketing Research 223
Research Realities 5.3: Research Conducted by Wendy s for
the Big Classic Hamburger 224
Research Realities 5.4: Experience of National Geographic Society
in Marketing Journey Into China 225
Future and Problems of Experimentation 226
Cost 226
Time 227
Control 227
Research Realities 5.5: Examples of Test Marketing Misfires 229
Types of Test Markets 230
Research Realities 5.6: Use of an Electronic Test Market by Ocean Spray 233
Choosing a Test Market Procedure 235
Thorndike Sports Equipment Video Case 240
Cases for Part 2
2.1 Rumstad Decorating Centers (A) 241
2.2 HotStuff Computer Software (A) 243
2.3 Chestnut Ridge Country Club (A) 246
2.4 N Rich Coffee Creamer 254
2.5 Bakhill Foods 258
2.6 Madison Gas and Electric Company (A) 261
^^^^^ D Design Data Collection Method and Forms 269
0 Data Collection: Secondary Data 270
Using Secondary Data 270
Advantages of Secondary Data 271
Research Realities 6.1: Use of Secondary Data by a Manufacturer of
Pet Foods to Assess the Potential Demand for a Dog Food
That Included Both Moist Chunks and Hard, Dry Chunks 272
Disadvantages of Secondary Data 273
Research Realities 6.2: Inconsistencies in the Information
Collected in Country Censuses 274
xxiv Contents
Research Realities 6.3: Using the Source to Evaluate the
Accuracy of Secondary Data 276
Types of Secondary Data 278
Internal Secondary Data 279
Research Realities 6.4: Targeting: It s In the Cards 282
Searching for Published External Secondary Data 282
Some Key General Sources of External Secondary Data 285
On Line Computer Searches 285
Standardized Marketing Information Services 289
Profiling Customers 290
Measuring Product Sales and Market Share 294
Research Realities 6.5: Examples of Use of Geodemographic Data 296
Research Realities 6.6: Scanners Shift Balance of Power in Marketplace 302
Measuring Advertising Exposure and Effectiveness 303
Research Realities 6.7: Grousing about People Meters 306
Customized Measurements 312
Thorndike Sports Equipment Video Case 318
Appendix 6A: Secondary Data 318
Census Data and Other Government Publications: Overview 319
Company and Industry Information 319
Related Indexes, Directories, and Guides 325
Market and Consumer Information 326
Related Indexes, Directories, and Guides 328
General Economic and Statistical Information 328
General Guides to Business Information 330
Indexes 332
Directories 333
/ Data Collection: Primary Data 336
Types of Primary Data Generally Obtained 336
Demographic/Socioeconomic Characteristics 336
Psychological/Life Style Characteristics 337
Attitudes/Opinions 339
Research Realities 7.1: Life Style Descriptions of the
Seven Most Common Shopper Types 340
Awareness/Knowledge 342
Intentions 343
Research Realities 7.2: CinemaScore Tests Moviegoers Recall 344
Motivation 346
Behavior 346
Basic Means of Obtaining Primary Data 347
Versatility 348
Contents xxv
Speed and Cost 349
Objectivity and Accuracy 349
Communication Methods 351
Structured Undisguised Questionnaires 351
Unstructured Undisguised Questionnaires 353
Unstructured Disguised Questionnaires 354
Structured Disguised Questionnaires 358
Questionnaires Classified by Method of Administration 359
Sampling Control 360
Research Realities 7.3 Map of Worldwide Telephone Ownership 363
Research Realities 7.4: Mail Room Malady 367
Information Control 370
Research Realities 7.5: Among Those Participating in a Survey in a Year, the
Percentage of People Participating in Various Types 373
Administrative Control 376
Combining Methods 377
Methods of Observation 379
Structured Unstructured Observation 381
Disguised Undisguised Observation 382
Natural Setting Contrived Setting Observation 384
Human Mechanical Observation 386
Research Realities 7.6: VideoCarts, Video Ratings, and Passive People Meters 391
Thorndike Sports Equipment Video Case 395
O Data Collection Forms 396
Questionnaire Design 396
Information Sought 398
Type of Questionnaire and Method of Administration 400
Individual Question Content 400
Research Realities 8.1: How Cultural Differences Affect Marketing
Research in Different Countries 401
Form of Response 412
Research Realities 8.2: A Comparison of the Use of Four Point versus
Five Point Scales to Measure Purchase Intent 415
Research Realities 8.3: How the Order in Which the Alternatives Are
Listed Affects the Distribution of Replies 418
Decide on Question Wording 420
Research Realities 8.4: Some Multi Meaning Problem Words
Researchers Should Use with Caution 422
Research Realities 8.5: Some Examples of Leading Questions 426
Decide on Question Sequence 428
Determine Physical Characteristics 430
xxvi Contents
Research Realities 8.6: Sample Cover Letter for a Mail Questionnaire 434
Reexamination and Revision of the Questionnaire 436
Pretesting the Questionnaire 436
Research Realities 8.7: Procedures Used by the Bureau of the Census to Pretest the
Questionnaire for the 1990 Census of Population and Housing 437
Observational Forms 441
Thorndike Sports Equipment Video Case 450
V Attitude Measurement 451
Research Realities 9.1: Opinions in Various Countries about
Advertising in Different Media 452
Scales of Measurement 454
Nominal Scale 456
Ordinal Scale 456
Interval Scale 457
Ratio Scale 458
Scaling of Psychological Attributes 458
Attitude Scaling Procedures 459
Research Realities 9.2: How People in Various Age Groups Feel
about Older People in Ads 461
Self Report Attitude Scales 462
Equal Appearing Intervals 463
Summated Ratings 467
Semantic Differential 470
Stapel Scale 473
Q Sort 476
Rating Scales 476
Graphic 478
Research Realities 9.3: Most Important Considerations When
Shopping for Selected Appliances 478
Itemized 479
Comparative 482
Which Scale to Use 483
Appendix 9A: Perceptual Mapping 490
Example 491
Research Realities 9A.I: Product Positioning in the Automobile Industry 492
Conceptual Operation of Computer Program 494
Example Solution 495
Key Decisions 498
Contents xxvii
Attribute Based Approaches 500
Comparison of Approaches 501
Appendix 9B: Conjoint Measurement 505
Example 505
Research Realities 9B.1: Use of Conjoint Analysis and
Perceptual Mapping in Combination 506
Procedure 508
Key Decisions 512
Select Attributes 512
Determine Attribute Levels 512
Determine Attribute Combinations 514
Research Realities 9B.2: Relative Frequency of Usage of
Various Techniques in Conjoint Analysis 516
Select Form of Presentation of Stimuli and Nature of Judgments 518
Decide on Aggregation of Judgments 519
Select Analysis Technique 520
General Comments 521
Research Realities 9B.3: Using Conjoint Analysis to Redesign Products 522
Appendix 9C: Psychological Measurement 525
Research Realities 9C.1: Controversy Surrounding the
Measurement of Newspaper Readership 526
Variations in Measured Scores 528
Research Realities 9C.2: Impact of Culture on Response Styles 530
Classification and Assessment of Error 532
Pragmatic Validity 533
Content Validity 534
Construct Validity 535
Research Realities 9C.3: Measuring the Construct Discretionary Income 537
Indirect Assessment through Reliability 539
Stability 540
Equivalence 541
Developing Measures 543
Cases for Part 3
3.1 Suchomel Chemical Company 547
3.2 Wisconsin Power Light (B) 549
3.3 Rumstad Decorating Centers (B) 552
3.4 Premium Pizza Inc. 557
3.5 CTM Productions (A) 565
3.6 Calamity Casualty Insurance Company 568
xxviii Contents
¦¦»!¦¦ ^r Sample Design and Data Collection 573
1U Sampling Procedures 574
Required Steps 575
Types of Sampling Plans 578
Nonprobability Samples 579
Convenience Samples 579
Research Realities 10.1: The Problem of Representativeness
of Convenience Samples 581
Judgment Samples 582
Quota Samples 583
Probability Samples 585
Simple Random Sampling 586
Stratified Sampling 600
Research Realities 10.2: A Problem of Bias in Computer
Generated Random Numbers 602
Research Realities 10.3: Disproportionate Stratified Sampling
Scheme Used by Nielsen 611
Cluster Sampling 612
Summary Comments on Probability Sampling 619
Thorndike Sports Equipment Video Case 627
11 Sample Size 628
Basic Considerations 628
Sample Size Determination When Estimating Means 631
Research Realities 11.1: Guidelines for Estimating Variance for
Data Obtained Using Rating Scales 633
Relative Precision 634
Multiple Objectives 635
Sample Size Determination When Estimating Proportions 636
Absolute Precision 636
Relative Precision 639
Population Size and Sample Size 640
Other Probability Sampling Plans 641
Using Anticipated Cross Classifications to Determine Sample Size 642
Using Historic Evidence to Determine Sample Size 645
Research Realities 11.2: Typical Sample Sizes for Studies of
Human and Institutional Populations 645
Contents xxix
1 Zi Collecting the Data: Field Procedures
AND NONSAMPLING ERRORS 652
Impact and Importance of Nonsampling Errors 652
Research Realities 12.1: Nonsampling Errors Can
Have Disastrous Consequences 654
Types of Nonsampling Errors 655
Noncoverage Errors 656
Research Realities 12.2: Steps the Census Bureau Took
to Count the Undercounted 658
Nonresponse Errors 661
Research Realities 12.3: Trends in Refusal Rates and Reasons
Given for Refusing to Participate 668
Field Errors 675
Research Realities 12.4: Adventures of a Census Interviewer 682
Research Realities 12.5: Even the Census Bureau Must
Contend with Interviewer Cheating 684
Office Errors 685
Total Error Is Key 685
Thorndike Sports Equipment Video Case 692
Cases for Part 4
4.1 Young Ideas Publishing Company (A) 693
4.2 St. Andrews Medical Center 695
4.3 PartyTime, Inc. 697
4.4 Hart Machine Company 703
4.5 HotStuff Computer Software (B) 707
4.6 First Federal Bank of Bakersfield 709
4.7 Holzem Business Systems 713
4.8 The Dryden Press 719
4.9 Canopy of Care (A) 722
4.10 Management Institute Video Based Training 725
4.11 Rockway Publishing Company, Inc. 733
¦•¦¦¦^ D Analysis and Interpretation of Data 735
1 u Data Analysis: Preliminary Steps 736
Editing 736
Field Edit 736
Central Office Edit 737
XXX Contents
Research Realities 13.1: Preliminary Processing of Census Forms 738
Research Realities 13.2: Items Checked in the Field Edit 740
Coding 740
Tabulation 743
One Way Tabulation 744
Research Realities 13.3: Handling of Missing Data in
Nielsen s SCANTRACK Service 748
Cross Tabulation 755
Panel I: An Initial Relationship Is Modified by the
Introduction of a Third Variable 762
Panel II: Initial Conclusion of a Relationship Is Retained 764
Panel III: A Relationship Is Established with the
Introduction of a Third Variable 765
Panel IV: The Conclusion of No Relationship Is Retained
with the Addition of a Third Variable 766
Summary Comments on Cross Tabulation 767
Research Realities 13.4: The Disappearance of the Middle Class:
Fact or Fancy? 768
Presenting Tabular Data 771
Thorndike Sports Equipment Video Case 784
Appendix 13A: Avery Sporting Goods 784
Study Background 784
Background Information 784
One Way Tabulation 792
Cross Tabulation 794
J i Data Analysis: Basic Questions 798
Choice of Analysis Technique: An Example 798
Research Realities 14.1: Comparative Ad Legal Battle in Which Type of
Data and Research Design Were Central Issues 802
Basic Considerations 803
Type of Data 804
Research Realities 14.2: It Depends on How It s Asked 806
Research Design 808
Assumptions Underlying Test Statistic 810
Overview of Statistical Procedures 812
Univariate Analysis 812
Multivariate Analysis 816
Appendix 14A: Hypothesis Testing 821
Null Hypothesis 822
Types of Errors 823
Contents xxxi
Procedure 825
Research Realities 14A.I: Typical Hypothesis Testing Procedure 826
Power 828
/ •} Data Analysis: Examination of Differences 837
Goodness of Fit 837
Kolmogorov Smirnov Test 840
Hypotheses about One Mean 841
Research Realities 15.1: Testing Hypotheses about a Single Mean 843
Hypotheses about Two Means 845
Research Realities 15.2: Testing Hypotheses about the Difference in Two Means 851
Hypotheses about Two Proportions 853
Appendix 15A: Analysis of Variance 862
Research Realities 15A.I: Use of Analysis of Variance
by Various Types of Companies 863
Randomized Blocks 868
Latin Square 872
Factorial Designs 876
Appendix 15B: Analysis of Catalog Buying Data 883
Differences in Means 883
Paired Difference Test 883
Analysis of Variance 885
1 O Data Analysis: Investigation of Association 887
Simple Regression and Correlation Analysis 887
Research Realities 16.1: Role of Theory in Directing Marketing Inquiry 889
Standard Error of Estimate 895
Inferences about the Slope Coefficient 896
Prediction of Y 898
Correlation Coefficient 900
Research Realities 16.2: Life on the Mississippi — 742 Years from Now 901
Multiple Regression Analysis 905
Revised Nomenclature 905
Multicollinearity Assumption 906
Coefficients of Partial Regression 906
Coefficients of Multiple Correlation and Determination 910
Coefficients of Partial Correlation 910
bummy Variables 912
Variable Transformations 914
xxxii Contents
Appendix 16A: Nonparametric Measures of Association 921
Contingency Table 922
Contingency Coefficient 925
Research Realities 16A.1: Requirements for the Chi Square Test 925
Index of Predictive Association 926
Spearman s Rank Correlation Coefficient 929
Coefficient of Concordance 932
Appendix 16B: Analysis of Catalog Buying Data 937
Simple Regression 937
Multiple Regression 938
77
¦*¦ Data Analysis: Discriminant, Factor,
and Cluster Analysis 940
Discriminant Analysis 940
Research Realities 17.1: Relative Frequency of Use of Factor.
Cluster, and Discriminant Analysis 941
Two Group Case 942
Three Group Case 957
Marketing Applications 960
Factor Analysis 961
Summarizing Data 963
Substantive Interpretation 969
The Key Decisions 979
Marketing Applications 981
Research Realities 17.2: Factors That Make Commercials Likeable 982
Cluster Analysis 984
Research Realities 17.3: Characteristics of Selected Subgroups
in Prizm Life Style Clusters 986
Euclidean Distance to Measure Similarity 988
Clustering Methods 989
Research Realities 17.4: Operation of the k Means Method 998
Key Decisions 1002
Marketing Applications 1011
Appendix 17A: Analysis of Catalog Buying Data 1021
Discriminant Analysis 1021
Factor Analysis 1024
Cluster Analysis 1025
Cases for Part 5
5.1 University of Wisconsin Extension: Engineering Management Program 1028
5.2 Wisconsin Power Light (C) 1033
Contents xxxiii
5.3 Star Equipment (A) 1037
5.4 Canopy of Care (B) 1046
5.5 CTM Productions (B) 1051
5.6 Young Ideas Publishing Company (B) 1056
5.7 Madison Gas and Electric Company (B) 1061
5.8 Chestnut Ridge Country Club (B) 1062
5.9 Star Equipment (B) 1064
5.10 Fabhus, Inc. 1067
5.11 Como Western Bank 1071
5.12 Steve s Stereo Shop 1073
w^ammm Q jHE research Report 1079
10 The Research Report 1080
Fundamental Criterion of Research Reports 1081
Writing Criteria 1082
Completeness 1082
Accuracy 1082
Research Realities 18.1: An Example of Inept Phrasing and Its Consequences 1084
Clarity 1084
Conciseness 1085
Research Realities 18.2: Some Suggestions When Choosing
Words for Marketing Research Reports 1086
Forms of the Report 1087
Title Page 1088
Table of Contents 1088
Summary 1088
Introduction 1089
Body 1090
Conclusions and Recommendations 1092
Appendix 1094
Research Realities 18.3: Are American Students Really
Lost in Math and Science? 1095
The Oral Report 1097
Preparing the Oral Report 1098
Delivering the Oral Report 1099
Graphic Presentation of the Results 1100
Pie Chart 1101
Line Chart 1102
xxxiv Contents
Stratum Chart 1103
Bar Chart 1104
Bar Chart Variations 1107
Maps 1108
Epilogue 1114
Appendix A Cumulative Standard Unit Normal Distribution A l
Appendix B Selected Percentiles of the 2 Distribution A 2
Appendix C Upper Percentiles of the / Distribution A 3
Appendix D Selected Percentiles of the F Distribution A 4
Glossary G l
Index 1 1
|
| any_adam_object | 1 |
| author | Churchill, Gilbert A. |
| author_facet | Churchill, Gilbert A. |
| author_role | aut |
| author_sort | Churchill, Gilbert A. |
| author_variant | g a c ga gac |
| building | Verbundindex |
| bvnumber | BV011755171 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.2 |
| callnumber-search | HF5415.2 |
| callnumber-sort | HF 45415.2 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 611 |
| ctrlnum | (OCoLC)299811399 (DE-599)BVBBV011755171 |
| dewey-full | 658.8/3 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/3 |
| dewey-search | 658.8/3 |
| dewey-sort | 3658.8 13 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 6. ed. |
| format | Book |
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| genre_facet | Einführung Lehrbuch |
| id | DE-604.BV011755171 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:15:15Z |
| institution | BVB |
| isbn | 0030983665 |
| language | English |
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| physical | getr. Zählung graph. Darst. |
| publishDate | 1995 |
| publishDateSearch | 1995 |
| publishDateSort | 1995 |
| publisher | Dryden Press |
| record_format | marc |
| spelling | Churchill, Gilbert A. Verfasser aut Marketing research methodological foundations Gilbert A. Churchill 6. ed. Fort Worth [u.a.] Dryden Press 1995 getr. Zählung graph. Darst. txt rdacontent n rdamedia nc rdacarrier Begleitbd. u.d.T. : Instructor's manual to accompany Marketing research Methode (DE-588)4038971-6 gnd rswk-swf Marketingforschung (DE-588)4200055-5 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marktforschung (DE-588)4037630-8 gnd rswk-swf 1\p (DE-588)4151278-9 Einführung gnd-content 2\p (DE-588)4123623-3 Lehrbuch gnd-content Marketingforschung (DE-588)4200055-5 s DE-604 Marktforschung (DE-588)4037630-8 s Marketing (DE-588)4037589-4 s Methode (DE-588)4038971-6 s 3\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007932701&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 3\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Churchill, Gilbert A. Marketing research methodological foundations Methode (DE-588)4038971-6 gnd Marketingforschung (DE-588)4200055-5 gnd Marketing (DE-588)4037589-4 gnd Marktforschung (DE-588)4037630-8 gnd |
| subject_GND | (DE-588)4038971-6 (DE-588)4200055-5 (DE-588)4037589-4 (DE-588)4037630-8 (DE-588)4151278-9 (DE-588)4123623-3 |
| title | Marketing research methodological foundations |
| title_auth | Marketing research methodological foundations |
| title_exact_search | Marketing research methodological foundations |
| title_full | Marketing research methodological foundations Gilbert A. Churchill |
| title_fullStr | Marketing research methodological foundations Gilbert A. Churchill |
| title_full_unstemmed | Marketing research methodological foundations Gilbert A. Churchill |
| title_short | Marketing research |
| title_sort | marketing research methodological foundations |
| title_sub | methodological foundations |
| topic | Methode (DE-588)4038971-6 gnd Marketingforschung (DE-588)4200055-5 gnd Marketing (DE-588)4037589-4 gnd Marktforschung (DE-588)4037630-8 gnd |
| topic_facet | Methode Marketingforschung Marketing Marktforschung Einführung Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007932701&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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