Marketing research: methodological foundations
Gespeichert in:
| Späterer Titel: | Iacobucci, Dawn Marketing research |
|---|---|
| Hauptverfasser: | , |
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Mason, Ohio
Thomson/South-Western
2005
|
| Ausgabe: | 9. ed., [internat. student ed.] |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and indexes |
| Beschreibung: | xxii, 697 p. ill. 26 cm |
| ISBN: | 0324201605 0324225091 |
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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; Dawn Iacobucci |
| 250 | |a 9. ed., [internat. student ed.] | ||
| 264 | 1 | |a Mason, Ohio |b Thomson/South-Western |c 2005 | |
| 300 | |a xxii, 697 p. |b ill. |c 26 cm | ||
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| 500 | |a Includes bibliographical references and indexes | ||
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Datensatz im Suchindex
| _version_ | 1804133544076771328 |
|---|---|
| adam_text | Part
1:
Marketing Research, the Research Process,
and Problem Definition
1
Chapter
1:
Marketing Research:
It s Everywhere!
3
Role of Marketing Research
6
Who Does Marketing Research?
12
Organization of Marketing Research
16
Employment Opportunities in Marketing
Research
19
Summary
22
Chapter
2:
Alternative Approaches
to Marketing Intelligence
25
Marketing Information Systems and Decision Support
Systems
26
Components of MISs and DSSs
27
Using the Data, Model, and Interface
31
Comparing Marketing Information Technologies and
Marketing Research Projects
32
Data Mining
32
Summary
36
Chapter
3:
The Research Process
and Problem Formulation
38
Marketing Research
—
Sequence of Steps
Problem Formulation
44
The Decision Maker and the Environment
47
Translating Decision Problem to Research
Problem
50
The Research Proposal
54
Is Marketing Research Justified?
54
Choosing and Using a Research Supplier
57
Summary
60
Cases for Part
1
Case
1.1:
Big Brothers of Fairfax County
65
Case
1.2:
Hand-to-Hand Against Palm (A)
65
Case
1.3:
Е
-Food and the Online Grocery
Competition (A)
66
Case
1.4:
Choosing a Brand Name
67
Case
1.5:
Moving Consumers from Awareness to
Loyalty
67
Case
1.6:
Qualitative Data from Open-Ended Survey
Items: A Service Quality Example
68
40
Part
2:
Determine Research Design
71
Chapter
4:
Research Design, Exploratory
Research, and Qualitative Data
73
Plan of Action
74
Types of Research Design
74
Exploratory Research
76
Relationship Between Exploratory Research and
Qualitative Data
77
Some Basic Types of Exploratory Research
78
Standard Qualitative Marketing Research Methods
Summary
102
Chapter
5:
Descriptive Research
106
When to Use Descriptive Research
107
Longitudinal Analysis
108
Summary
118
Chapter
6:
Causal Designs
Concept of Causality
123
122
Role of
tlie
Evidence
127
Internal and External Validity
131
Specific Designs
136
Experimentation in Marketing Research
144
Problems of Experimentation
144
Types of Test Markets
146
Summary
149
80
Cases for Part
2
Case
2.1:
Riverside County Humane Society (A)
154
Case
2.2:
HotStuff Computer Software (A)
154
Case
2.3:
Hand-to-Hand Against Palm (B)
156
Case
2.4:
Bakhill Foods
157
Case
2.5:
Internet Advertising and Your Brain (A)
159
Case
2.6:
Customer Relationship Management
160
Case
2.7:
Ethnography in Practice: The Case of
ESPN Zone, Chicago
161
Part
3:
Design Data-Collection Methods and Forms
165
Chapter
7:
Data Collection: Secondary
Data
167
Using Secondary Data
168
Types of Secondary Data
173
Standardized Marketing Information Services
182
Summary
199
Chapter
8:
Data Collection: Primary Data
202
Types of Primary Data
203
Basic Means of Obtaining Primary Data
212
Communication Methods
214
Questionnaires Classified by Method of
Administration
218
Structured vs. Unstructured and Disguised vs.
Undisguised Observation
229
Summary
229
Chapter
9:
Questionnaires and
Data-Collection Forms
233
Questionnaire Design
234
Observational Forms
258
Summary
261
Chapter
10:
Attitude Measurement
265
Scales of Measurement
267
Scaling of Psychological Attributes
269
Which Scale to Use
282
Summary
284
Appendix
10:
Psychological Measurement
287
Variations in Measured Scores
290
Classification and Assessment of Error
291
Direct Assessment of Validity
293
Indirect Assessment through Reliability
295
Summary
297
Cases for Part
3
Case
3.1:
Е
-Food and the Online Grocery
Competition (B)
300
Case
3.2:
Premium Pizza Inc.
301
Case
3.3:
CTM Productions (A)
305
Case
3.4:
Calamity-Casualty Insurance Company
305
Case
3.5:
Measuring Magazines
309
Case
3.6:
Secondary Data on Health from CDC
311
Case
3.7:
Critiquing Questionnaires
313
Part
4:
Sample Design for Data Collection and Sample Size
319
Chapter
11:
Sampling Procedures
321
Required Steps
322
Types of Sampling Plans
324
Nonprobability Samples
326
Probability Samples
329
Summary
353
Chapter
12:
Determining Sample Size
359
Basic Considerations
360
Sample Size Determination When Estimating
Means
362
Sample Size Determination When Estimating
Proportions
367
Population Size and Sample Size
369
Other Probability Sampling Plans
369
Using Anticipated Cross Classifications to Determine
Sample Size
370
Summary
371
Chapter
13:
Collecting the Data: Field
Procedures and
Nonsampling
Errors
377
Impact and Importance of
Nonsampling
Errors
378
Types of
Nonsampling
Errors
378
Total Error Is Key
390
Summary
392
Cases for Part
4
Case
4.1:
Riverside County Humane
Society (B)
396
Case
4.2:
PartyTime, Inc.
396
Case
4.3:
HotStuff Computer Software (B)
398
Case
4.4:
International Differences in the Cost
of Data
399
Case
4.5:
Digital Euro Music
400
Case
4.6:
Sampling Gambling
401
Part
5:
Data Analysis and Interpretation
403
Chapter
14:
Preprocessing the Data,
and Doing Cross-Tabs
405
Editing
406
Coding
408
Tabulation
410
Goodness-of-Fit Chi-Square Test on One
Variable
417
Kolmogorov-Smirnov Test
420
Cross-Tabs
421
Contingent Relationships in Cross-Tabs
422
Presenting Tabular Data
432
Summary
432
Appendix
14:
Chi-Square and Related
Indices for Cross-Tabs
439
Hypotheses and Statistics to Test Them
440
Log Linear Models
444
Nonparametric Measures of Association
447
Summary
450
Chapter
15:
Data Analysis
—
Basic
Questions
453
Choice of Analysis Technique: An Example
454
Basic Considerations
457
Overview of Statistical Procedures
463
Summary
465
Appendix
15:
Quick Stats Review
468
Null Hypothesis
469
Types of Errors
470
Procedure
471
Power
474
Summary
478
Chapter
16:
Are My Groups the Same or
Different?
480
Hypotheses about One Mean
481
Hypotheses about Two Means
484
Hypotheses about Two Proportions
491
Summary
493
Appendix
16:
Analysis of Variance
497
Randomized Blocks
501
Factorial Designs
504
Summary
508
Chapter
17:
Are These Variables
Related?
511
Simple Regression and Correlation Analysis
512
Simple Regression
512
Correlation Coefficient
521
Multiple-Regression Analysis
525
Summary
531
Appendix
17:
Conjoint Analysis
535
Variable Transformations
536
Dummy Variables
536
Conjoint Analysis
538
Summary
550
Chapter
18:
Multivariate Data Analysis
553
Discriminant Analysis
554
Factor Analysis
568
Cluster Analysis
585
Multidimensional/Scaling and Perceptual
Mapping
603
Summary
613
Appendix
18:
More Multivariate
Statistical Techniques
619
Correspondence Analysis
620
Structural Equations Models
621
Neural Networks
623
Social Networks
624
Cases for Part
5
Case
5.1:
CTM Productions (B)
627
Case
5.2:
Е
-Food and the Online Grocery
Competition (C)
627
Case
5.3:
Internet Advertising and Your
Brain (B)
627
Case
5.4:
A Picture Is Worth a Megabyte of Words:
Census Data and Trends in Lifestyle Purchases
629
Case
5.5:
CountryCable: Customer Satisfaction
Survey Data
630
Case
5.6:
Teeth-Whitening Conjoint Study
631
Case
5.7:
Sports Marketing and Television
Programming
634
Case
5.8:
Repositioning a Brand
635
Part
6:
The Research Report
637
Chapter
19:
The Research Report
639
Criteria of Research Reports
640
Writing Criteria
640
The Oral Report
646
Graphic Presentation of the Results
647
Summary
653
Epilogue
657
Appendix A: Cumulative Probabilities for the
Standard Normal Distribution
661
Appendix B: Critical Values of
χ2
662
Appendix C: Critical Values of
t
665
Appendix D: Percentage Points for the
F
Distribution, a
= .05 666
Glossary
671
Subject Index
683
Author Index
695
|
| any_adam_object | 1 |
| author | Churchill, Gilbert A. Iacobucci, Dawn |
| author_facet | Churchill, Gilbert A. Iacobucci, Dawn |
| author_role | aut aut |
| author_sort | Churchill, Gilbert A. |
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| dewey-full | 658.8/3 |
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| 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 | Psychologie Wirtschaftswissenschaften |
| edition | 9. ed., [internat. student ed.] |
| format | Book |
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| id | DE-604.BV019995736 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T20:10:24Z |
| institution | BVB |
| isbn | 0324201605 0324225091 |
| language | English |
| lccn | 2004102623 |
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| physical | xxii, 697 p. ill. 26 cm |
| publishDate | 2005 |
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| publisher | Thomson/South-Western |
| record_format | marc |
| spelling | Churchill, Gilbert A. Verfasser aut Marketing research methodological foundations Gilbert A. Churchill; Dawn Iacobucci 9. ed., [internat. student ed.] Mason, Ohio Thomson/South-Western 2005 xxii, 697 p. ill. 26 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and indexes Marketing (pesquisa) larpcal Méthodologie de recherche rasuqam Pesquisa de mercado larpcal Recherche en marketing rasuqam Marketing research Marketingforschung (DE-588)4200055-5 gnd rswk-swf Methode (DE-588)4038971-6 gnd rswk-swf Marktforschung (DE-588)4037630-8 gnd rswk-swf Marketing (DE-588)4037589-4 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 Iacobucci, Dawn Verfasser aut Später u.d.T. Iacobucci, Dawn Marketing research (DE-604)BV035625853 Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013317556&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. Iacobucci, Dawn Marketing research methodological foundations Marketing (pesquisa) larpcal Méthodologie de recherche rasuqam Pesquisa de mercado larpcal Recherche en marketing rasuqam Marketing research Marketingforschung (DE-588)4200055-5 gnd Methode (DE-588)4038971-6 gnd Marktforschung (DE-588)4037630-8 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4200055-5 (DE-588)4038971-6 (DE-588)4037630-8 (DE-588)4037589-4 (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; Dawn Iacobucci |
| title_fullStr | Marketing research methodological foundations Gilbert A. Churchill; Dawn Iacobucci |
| title_full_unstemmed | Marketing research methodological foundations Gilbert A. Churchill; Dawn Iacobucci |
| title_new | Iacobucci, Dawn Marketing research |
| title_short | Marketing research |
| title_sort | marketing research methodological foundations |
| title_sub | methodological foundations |
| topic | Marketing (pesquisa) larpcal Méthodologie de recherche rasuqam Pesquisa de mercado larpcal Recherche en marketing rasuqam Marketing research Marketingforschung (DE-588)4200055-5 gnd Methode (DE-588)4038971-6 gnd Marktforschung (DE-588)4037630-8 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing (pesquisa) Méthodologie de recherche Pesquisa de mercado Recherche en marketing Marketing research Marketingforschung Methode Marktforschung Marketing Einführung Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013317556&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT churchillgilberta marketingresearchmethodologicalfoundations AT iacobuccidawn marketingresearchmethodologicalfoundations |