Basic marketing research:
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
[S.l.]
South-Western Cengage Learning
2010
|
| Edition: | 7. ed., international ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XXVI, 594 S. Ill., graph. Darst. |
| ISBN: | 9781439041406 1439041407 |
Staff View
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV035987852 | ||
| 003 | DE-604 | ||
| 005 | 20230209 | ||
| 007 | t | ||
| 008 | 100129s2010 ad|| |||| 00||| eng d | ||
| 020 | |a 9781439041406 |9 978-1-4390-4140-6 | ||
| 020 | |a 1439041407 |9 1-4390-4140-7 | ||
| 035 | |a (OCoLC)604779463 | ||
| 035 | |a (DE-599)BVBBV035987852 | ||
| 040 | |a DE-604 |b ger |e rakwb | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-473 | ||
| 082 | 0 | |a 658.83 |2 22 | |
| 084 | |a QP 611 |0 (DE-625)141908: |2 rvk | ||
| 100 | 1 | |a Churchill, Gilbert A. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Basic marketing research |c Gilbert A. Churchill ; Tom J. Brown ; Tracy A. Suter |
| 250 | |a 7. ed., international ed. | ||
| 264 | 1 | |a [S.l.] |b South-Western Cengage Learning |c 2010 | |
| 300 | |a XXVI, 594 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Marketing research | |
| 650 | 0 | 7 | |a Marktforschung |0 (DE-588)4037630-8 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Marketingforschung |0 (DE-588)4200055-5 |2 gnd |9 rswk-swf |
| 655 | 7 | |8 1\p |0 (DE-588)4151278-9 |a Einführung |2 gnd-content | |
| 689 | 0 | 0 | |a Marketingforschung |0 (DE-588)4200055-5 |D s |
| 689 | 0 | |5 DE-604 | |
| 689 | 1 | 0 | |a Marktforschung |0 (DE-588)4037630-8 |D s |
| 689 | 1 | |8 2\p |5 DE-604 | |
| 700 | 1 | |a Brown, Tom |e Verfasser |0 (DE-588)136032591 |4 aut | |
| 700 | 1 | |a Suter, Tracy A. |e Verfasser |4 aut | |
| 856 | 4 | 2 | |m Digitalisierung UB Bamberg |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018880635&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-018880635 | ||
| 883 | 1 | |8 1\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
| 883 | 1 | |8 2\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
Record in the Search Index
| _version_ | 1804141010466373632 |
|---|---|
| adam_text | BRIEF
CONTENTS
Part
1:
Introduction to Marketing Research and Problem Definition
1
Chapter
1
The Role of Marketing Research
2
Chapter
2
Gathering Marketing Intelligence: The Systems Approach
20
Chapter
3
Gathering Marketing Intelligence: The Project Approach
36
Chapter
4
Problem Formulation
54
Part
2:
Research Design
77
Chapters Types of Research Design and Exploratory Research
78
Chapter
6
Descriptive and Causal Research Designs
106
Part
3:
Data Collection Methods
Ί
35
Chapter
7
Secondary Data
136
Chapter
8
Standardized Marketing Information Services
160
Chapter
9
Collecting Primary Data
176
Chapter
10
Collecting Information by Communication
194
Chapter
11
Collecting Information by Observation
222
Part
4:
Data Collection Forms
243
Chapter
12
Asking Good Questions: Measurement Basics
244
Chapter
13
Measuring Attitudes and Other Variables
266
Chapter
14
Designing the Questionnaire or Observation Form
286
Part
5:
Sampling and Data Collection
325
Chapter
15
Developing the Sampling Plan
326
Chapter
16
Determining Sample Size
356
Chapter
17
Collecting the Data:
Nonsampling
Errors and Response Rate
Calculation
374
Part
6:
Data Analysis
399
Chapter
18
Data Analysis: Preliminary Steps
400
Chapter
19
Data Analysis: Analyzing Individual Variables and Basics of Hypothesis
Testing
422
Chapter
20
Data Analysis: Analyzing Multiple Variables Simultaneously
450
Part
7:
Research Reports
483
Chapter
21
The Research Report
484
Cases
513
Appendix
567
Endnotes 574
Glossary
580
Index
587
iv
CONTENTS
Preface
xvii
Part
1:
Introduction to Marketing Research and Problem Definition
1
Chapter
1
THE ROLE OF MARKETING RESEARCH
2
The Problem: Marketers Need Information
3
Who Does Marketing Research?
7
RESEARCH WINDOW
1.1:
INTERNATIONAL MISSTEPS CAUSED
BY ENVIRONMENTAL DIFFERENCES
8
Producers of Products and Services
9
Advertising Agencies
10
RESEARCH WINDOW
1.2:
MARKETING RESEARCH AT SILVER
DOLLAR CITY
11
Marketing Research Companies
12
Job Opportunities in Marketing Research
13
Types of Jobs in Marketing Research
13
■
RESEARCH WINDOW
1.3:
MARKETING RESEARCH JOB TITLES
AND RESPONSIBILITIES
14
Why Study Marketing Research?
15
Summary
16
Key Term
16
Review Questions
17
Discussion Questions, Problems, and Projects
17
Chapter
2
GATHERING MARKETING INTELLIGENCE: THE SYSTEMS
APPROACH
20
The Project and Systems Approaches
21
The Evolution and Design of Information Systems
21
Components of Decision Support Systems
23
Data-Driven
Decision Support System: The Database
23
RESEARCH WINDOW
2.1:
DATA SECURITY ISSUES HEATING UP
25
Model-Driven Decision Support System: The Analytical Tools
25
Dialog-Driven Decision Support System: The User Interface
26
Trends in Obtaining Marketing Intelligence
28
Knowledge Management
28
RESEARCH WINDOW
2.2:
SUPER CRUNCHERS ARE
THINKING-BY-NUMBERS
29
Linking Marketing Intelligence to Other Business Intelligence
30
■
RESEARCH WINDOW
2.3:
WHATISCRM?
31
Limitations of the Systems Approach
32
Intelligence Gathering in the Organization of the Future
33
Contents
vi
Contents
Summary
33
Key Terms
34
Review Questions
34
Discussion Questions, Problems, and Projects
34
Chapter
3
GATHERING MARKETING INTELLIGENCE: THE PROJECT
APPROACH
36
Sequence of Steps in Marketing Research
37
Formulate Problem (Chapter
4) 37
Determine Research Design (Chapters
5-6) 38
Determine Data Collection Method (Chapters
7-11) 38
Design Data Collection Forms (Chapters
12-14) 39
Design Sample and Collect Data (Chapters
15-17) 39
Analyze and Interpret the Data (Chapters
18 20) 40
Prepare the Research Report (Chapter
21 ) 40
Additional Comments on Marketing Research Steps
40
Marketing Research Ethics
42
Three Methods of Ethical Reasoning
43
RESEARCH WINDOW
3.1 :
THE CODE OF MARKETING RESEARCH
STANDARDS (MARKETING RESEARCH ASSOCIATION, INC.)
44
Summary
51
Key Terms
52
Review Questions
52
Discussion Questions, Problems, and Projects
52
Chapter
4
PROBLEM FORMULATION
54
Problem Formulation
55
Problems versus Opportunities
56
The Problem Formulation Process
56
Step One: Meet with Client
56
Step Two: Clarify the Problem/Opportunity
58
RESEARCH WINDOW
4.1:
A NOTE-ABLE ACHIEVEMENT
58
Step Three: State the Manager s Decision Problem
60
RESEARCH WINDOW
4.2:
VISA: USING STRATEGY-ORIENTED
RESEARCH TO SELECT A NEW BRAND MARK
62
Step Four: Develop Possible Research Problems
64
Step Five: Select Research Problem(s) to Be Addressed
65
Step Six: Prepare Research Request Agreement
66
The Research Proposal
68
A. Problem Definition and Background
68
B. Research Design and Data Sources
69
C. Sampling Plan
69
D. Data Collection Forms
69
E. Analysis
69
F. Time Schedule
69
G. Personnel Requirements and Cost Estimate
69
H. Appendices
70
Contents
vii
Research
to Avoid
70
Choosing a Research Supplier
71
Summary
73
Key Terms
74
Review Questions
74
Discussion Questions, Problems, and Projects
75
Part
2:
Research Design
77
Chapter
5
TYPES OF RESEARCH DESIGN AND EXPLORATORY RESEARCH
78
Types of Research Design
79
Exploratory Research
81
Literature Search
82
Depth Interviews
83
Focus Groups
84
■
RESEARCH WINDOW
5.1:
SHUT UP, JIMMY!
86
■
RESEARCH WINDOW
5.2:
EXPERIENCE OF HARLEY-DAVIDSON
WITH FOCUS GROUPS
88
■
RESEARCH WINDOW
5.3:
WHAT WOMEN WANT
92
Nominal Groups
93
Case Analyses
93
■
RESEARCH WINDOW
5.4:
UNDERLYING PHILOSOPHY AND
METHODS USED IN ETHNOGRAPHIC RESEARCH
95
■
RESEARCH WINDOW
5.5:
THE CASE AGAINST ETHNOGRAPHY
97
Projective
Methods
97
■
RESEARCH WINDOW
5.6:
THE SECRET LIFE OF BRANDS:
THE HIDDEN MOTIVATIONS FOR THE THINGS WE BUY
98
Summary
100
Key Terms
101
Review Questions
101
Discussion Questions, Problems, and Projects
101
Chapter
6
DESCRIPTIVE AND CAUSAL RESEARCH DESIGNS
106
Descriptive Research Designs
107
The Importance of Dummy Tables
108
Two Types of Descriptive Studies
109
■
RESEARCH WINDOW
6.1:
THE ARBITRON RADIO LISTENING
DIARY—FROM BEGINNING TO END
114
Causal Research Designs
116
Concept of Causality
117
Experiments as Causal Research
117
■
RESEARCH WINDOW
6.2:
HOW FRITO-LAY USED EXPERIMENTS
TO TEST ADVERTISING EFFECTIVENESS
121
VIII
Contents
Market
Testing
122
Key
Issues
¡η
Market
Testing
123
Types of Test Markets
124
Summary
130
Key Terms
131
Review Questions
131
Discussion Questions, Problems, and Projects
132
Part
3:
Data Collection Methods
135
Chapter
7
SECONDARY DATA
136
Advantages of Secondary Data
137
Я
RESEARCH WINDOW
7.1:
HOW ARBY S USES SECONDARY DATA
AND SITE VISITS TO SELECT RETAIL LOCATIONS
138
Disadvantages of Secondary Data
140
Problems of Fit
140
Problems of Accuracy
140
Types of Secondary Data: Internal and External
143
Internal Secondary Data
143
Searching for Published External Secondary Data
146
Some Key General Sources of External Secondary Data
149
Summary
151
Key Terms
151
Review Questions
151
Discussion Questions, Problems, and Projects
152
Appendix
7
A
155
Chapters STANDARDIZED MARKETING INFORMATION SERVICES
160
Profiling Customers
161
Measuring Product Sales and Market Share
162
(Online) Diary Panels
164
Store Audits
164
Scanners
165
Measuring Advertising Exposure and Effectiveness
167
Television and Radio
167
RESEARCH WINDOW
8.1:
BEHIND THE NIELSEN TV RATINGS
168
Print Media
170
Internet
170
Multimedia Services
171
Summary
172
Key Terms
173
Review Questions
173
Discussion Questions, Problems, and Projects
173
Contents
¡χ
Chapter
9
COLLECTING PRIMARY DATA
176
Types of Primary Data
177
Demographic/Socioeconomic Characteristics
177
Personality/Lifestyle Characteristics
178
Attitudes/Opinions
179
RESEARCH WINDOW
9.1:
NEW-VEHICLE BUYERS AND
PSYCHOGRAPHICS
180
Awareness/Knowledge
180
RESEARCH WINDOW
9.2:
WALMART IS THE BEST! NO,
WAIT, IT S THE WORST!
182
Intentions
183
Motivation
185
Behavior
185
Obtaining Primary Data
186
Versatility
187
RESEARCH WINDOW
9.3:
THE NAKED TRUTH ABOUT
SHOWER HEADS
188
Speed and Cost
189
Objectivity and Accuracy
190
Summary
191
Key Terms
191
Review Questions
191
Discussion Questions, Problems, and Projects
192
Chapter
10
COLLECTING INFORMATION BY COMMUMCATION
194
Structured versus Unstructured Communication
195
Advantages and Disadvantages of High Structure
195
Advantages and Disadvantages of Low Structure
197
Disguised versus Undisguised Communication
198
The Ethics of Disguise
198
Methods of Administering Questionnaires
200
Personal Interviews
200
í
RESEARCH WINDOW
10.1:
ME, DOCTOR MULLET, AND A
MARKET-RESEARCH MESS
201
Telephone Interviews
204
RESEARCH WINDOW
IO.
2:
TALES FROM THE FIELD:
PERSISTENCE PAYS OFF
205
Mail Questionnaires
210
Internet-Based Questionnaires
213
Comparing Methods of Administering Questionnaires
216
Summary
218
Key Terms
219
Review Questions
219
Discussion Questions, Problems, and Projects
220
x
Contents
Chapter
11
COLLECTING INFORMATION BY OBSERVATION
222
Observation Research
223
Structured versus Unstructured Observation
225
RESEARCH WINDOW
11.1:
WHAT S WRONG WITH MARKETING
RESEARCH? AN INTERVIEW WITH DON
SCHULTZ 226
■
RESEARCH WINDOW
11.2:
SCORING POINTS: HOW TESCO
IS WINNING CUSTOMER LOYALTY
228
Disguised versus Undisguised Observation
232
і
RESEARCH WINDOW
11.3:
USING MYSTERY SHOPPERS
TO EVALUATE ONLINE RETAILERS
233
Natural versus Contrived Setting for Observation
234
Human versus Mechanical Observation
235
RESEARCH WINDOW
11.4:
WATCH AND LEARN: HANG OUT WITH
YOUTH MARKET IN THEIR ELEMENT
236
RESEARCH WINDOW
11.5:
SCANNING THE GLOBE
238
Summary
240
Key Terms
240
Review Questions
241
Discussion Questions, Problems, and Projects
241
Part
4:
Data Collection Forms
243
Chapter
12
ASKING GOOD QUESTIONS: MEASUREMENT BASICS
244
Scales of Measurement
245
Nominal Scale
247
Ordinal Scale
247
Interval Scale
249
Ratio Scale
250
The Measurement Problem
251
Establishing the Validity of Measures
253
RESEARCH WINDOW
12.1:
IMPACT OF CULTURE ON
RESPONSE STYLES
254
The Assessment of Validity and Reliability
257
Reliability
257
Predictive Validity
259
Content Validity
259
Construct Validity
260
Developing Measures
261
Summary
262
Key Terms
263
Review Questions
263
Discussion Questions, Problems, and Projects
264
Contents xi
Chapter
13
MEASURING ATTITUDES AND OTHER VARIABLES
266
Measuring Attitudes
267
Performance of Objective Tasks
267
Physiological Reaction
267
Self-Report Attitude Scales
267
Graphic-Ratings Scales
268
Itemized-Ratings Scale
269
■
RESEARCH WINDOW
13.1:
IMPORTANCE OF SELECTED
SERVICE QUALITY DIMENSIONS AS APPLIED TO RELIGIOUS
SERVICES
270
Comparative-Ratings Scale
274
Other Considerations in Designing Scales
275
Reverse Scaling
275
Number of Items in a Scale
276
RESEARCH WINDOW
13.2:
THE MOST RESPECTED
COMPANIES IN THE UNITED STATES
277
Number of Scale Positions
278
Including a Don t Know Response Category
278
Determining Which Type of Scale to Use
279
Interpreting Rating Scales: Raw Scores versus Norms
279
Summary
282
Key Terms
283
Review Questions
283
Discussion Questions, Problems, and Projects
284
Chapter
14
DESIGNING THE QUESTIONNAIRE OR OBSERVATION FORM
286
Questionnaire Design
287
Step
1 :
Specify What Information Will Be Sought
287
Step
2:
Determine Method of Administration
288
Step
3:
Determine Content of Individual Questions
289
Step
4:
Determine Form of Response to Each Question
294
Step
5:
Determine Wording of Each Question
298
RESEARCH WINDOW
14.1:
HOW THE ORDER IN WHICH THE
ALTERNATIVES ARE LISTED AFFECTS THE DISTRIBUTION
OF REPLIES
299
RESEARCH WINDOW
14.2:
PROBLEM WORDS PROCEED WITH
CAUTION!
300
Step
6:
Determine Question Sequence
305
Step
7:
Determine Physical Characteristics of Questionnaire
307
Step
8:
Develop Recruiting Message or Script
308
RESEARCH WINDOW
14.3:
CONTENTS OF AND SAMPLE COVER
LETTER FOR A MAIL QUESTIONNAIRE
309
Step
9:
Reexamine
Steps
1-8
and Revise If Necessary
311
Step
10:
Pretest Questionnaire and Revise If Necessary
311
x¡¡
Contents
Observation
Forms
312
Summary
318
Key Terms
319
Review Questions
319
Discussion Questions, Problems, and Projects
320
Part
5:
Sampling and Data Collection
325
Chapter
15
DEVELOPING THE SAMPLING PLAN
326
Defining the Target Population
327
Parameters versus Statistics
328
Identifying the Sampling Frame
331
RESEARCH WINDOW
15.1:
SURVEY SAMPLING INTERNATIONAL
(SSI)
332
Selecting a Sampling Procedure
332
Nonprobability Samples
334
Convenience Samples
334
Judgment Samples
336
Quota Samples
336
Probability Samples
337
Simple Random Samples
338
Systematic Samples
338
Stratified Samples
340
Cluster Samples
342
Combining Sample Types
343
RESEARCH WINDOW
1 5.2:
HOW NIELSEN DEVELOPS A SAMPLE OF
HOUSEHOLDS
344
Summary
344
Key Terms
346
Review Questions
346
Discussion Questions, Problems, and Projects
347
Appendix 15A
351
Chapter
16
DETERMINING SAMPLE SIZE
356
Basic Considerations in Determining Sample Size
357
Determining Sample Size When Estimating Means
358
Determining Sample Size When Estimating Proportions
359
RESEARCH WINDOW
16.1 :
GUIDELINES FOR ESTIMATING
VARIANCE FOR DATA OBTAINED USING RATING SCALES
360
Multiple Estimates in a Single Project
363
Population Size and Sample Size
363
Other Approaches to Determining Sample Size
364
Sample Size Determination Using the Research Budget
365
Contents xiii
Sample
Size
Determination
Using Anticipated Analyses
366
Determining Sample Size Using Historical Evidence
367
Summary
368
Key Terms
369
Review Questions
369
Discussion Questions, Problems, and Projects
369
Chapter
17
COLLECTING THE DATA: NONSAMPLING ERRORS AND
RESPONSE RATE CALCULATION
3 74
Impact and Importance of Nonsampling Errors
375
Types of Nonsampling Errors
375
Noncoverage
Errors
376
Nonresponse
Errors
377
RESEARCH WINDOW
1 7.1 :
PAST YEAR REFUSALS (RANDOM-DIGITAL
DIALING SAMPLES)
379
Response Errors
380
Office Errors
383
Total Error Is the Key
383
Calculating Response Rates
384
Mail and E-Mail Surveys
384
Telephone Surveys (No Eligibility Requirement)
386
Telephone Surveys (With Eligibility Requirement)
387
Other Methods of Data Collection
388
Improving Response Rates
388
Foot-in-the-Door Technique
389
Interviewer Characteristics and Training
390
Guarantee of Confidentiality and/or Anonymity
390
Prenotification
390
Personalization
391
Sponsor Disguise
391
Response Incentives
391
Survey Length
392
Follow-Up Surveys
392
Are Some Techniques More Effective?
393
Summary
393
Key Terms
394
Review Questions
394
Discussion Questions, Problems, and Projects
395
Part
6:
Data Analysis
399
Chapter
18
DATA ANALYSIS: PRELIMINARY STEPS
400
Editing
401
Field Edit
401
Central-Office Edit
401
xiv Contents
Coding
403
Coding Closed-Ended Items
403
Coding Open-Ended Items
404
Building the Data File
406
Cleaning the Data
412
Handling Missing Data
414
Summary
415
Key Terms
416
Review Questions
416
Discussion Questions, Problems, and Projects
417
Chapter
19
DATA ANALYSIS: ANALYZING INDIVIDUAL VARIABLES AND
BASICS OF HYPOTHESIS TESTING
422
The Avery Fitness Center (AFC) Project
423
Basic Univariate Statistics: Categorical Measures
423
Frequency Analysis
424
Other Uses for Frequencies
425
Confidence Intervals for Proportions
426
Basic Univariate Statistics: Continuous Measures
429
Descriptive Statistics
429
Converting Continuous Measures to Categorical Measures
431
Confidence Intervals for Means
433
Hypothesis Testing
434
Null and Alternative Hypotheses
434
Hypothesis Testing Procedure
435
RESEARCH WINDOW
19.1:
TYPICAL HYPOTHESIS-TESTING
PROCEDURE
436
Issues in Interpreting Statistical Significance
438
Testing Hypotheses about Individual Variables
439
Chi-Square Goodness-of-Fit Test for Frequencies
440
Z-Test for Comparing Sample Proportion against a Standard
441
Z-Test for Comparing Sample Mean against a Standard
442
Summary
444
Key Terms
445
Review Questions
445
Discussion Questions, Problems, and Projects
446
Chapter
20
DATA ANALYSIS: ANALYZING MULTIPLE VARIABLES
SIMULTANEOUSLY
450
Analyses Involving Categorical Measures
451
Two-Way Cross Tabulations
451
Testing for Statistical Significance
455
Presenting Cross-Tab Results: Banner Tables
456
Contents xv
Analyses
Involving Categorical and Continuous Measures
458
Independent Samples T-Test for Means
460
Paired Sample T-Test for Means
461
Analysis of Variance (ANOVA)
463
Analyses Involving Continuous Measures
466
Pearson Product-Moment Correlation Coefficient
466
Simple Regression
470
Multiple Regression
473
Summary
475
Key Terms
476
Review Questions
476
Discussion Questions, Problems, and Projects
477
Part
7:
Research Reports
483
Chapter
21
THE RESEARCH REPORT
484
RESEARCH WINDOW
21.1:
THE ROLE OF MARKETING
RESEARCH WITHIN THE ORGANIZATION: AN INTERVIEW
WITH DON
SCHULTZ 485
The Written Research Report: Writing Standards
486
Completeness
487
Accuracy
487
Clarity
488
■
RESEARCH WINDOW
21.2:
HOW TO WRITE YOUR WAY OUT
OF A JOB
489
Conciseness
489
I RESEARCH WINDOW
21.3:
SOME SUGGESTIONS WHEN CHOOSING
WORDS FOR MARKETING RESEARCH REPORTS
490
The Written Research Report: Outline
491
Title Page
491
Table of Contents
491
Executive Summary
491
Introduction
492
Data Collection and Results
492
Conclusions and Recommendations
494
Appendices
494
The Oral Report
495
RESEARCH WINDOW
21.4:
OPEN UP! EXCEPTIONAL PRESENTATION
SKILLS
496
Preparing the Oral Report
496
Delivering the Oral Report
497
RESEARCH WINDOW
21.5:
TEN TIPS FOR PREPARING EFFECTIVE
PRESENTATION SLIDES
498
RESEARCH WINDOW
21.6:
TIPS FOR CREATING AND USING NOTES
FOR A PRESENTATION
499
xvi
Contents
Graphic Presentation of the Results
500
Pie Chart
501
Line Chart
502
Stratum Chart
503
Bar Chart
504
Bar Chart Variations
505
Summary
508
Key Terms
508
Review Questions
509
Discussion Questions, Problems, and Projects
509
Cases
513
Appendix
567
Endnotes 574
Glossary
580
Index
587
|
| any_adam_object | 1 |
| author | Churchill, Gilbert A. Brown, Tom Suter, Tracy A. |
| author_GND | (DE-588)136032591 |
| author_facet | Churchill, Gilbert A. Brown, Tom Suter, Tracy A. |
| author_role | aut aut aut |
| author_sort | Churchill, Gilbert A. |
| author_variant | g a c ga gac t b tb t a s ta tas |
| building | Verbundindex |
| bvnumber | BV035987852 |
| classification_rvk | QP 611 |
| ctrlnum | (OCoLC)604779463 (DE-599)BVBBV035987852 |
| dewey-full | 658.83 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.83 |
| dewey-search | 658.83 |
| dewey-sort | 3658.83 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 7. ed., international ed. |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01854nam a2200457 c 4500</leader><controlfield tag="001">BV035987852</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20230209 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">100129s2010 ad|| |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781439041406</subfield><subfield code="9">978-1-4390-4140-6</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">1439041407</subfield><subfield code="9">1-4390-4140-7</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)604779463</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV035987852</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakwb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-473</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.83</subfield><subfield code="2">22</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 611</subfield><subfield code="0">(DE-625)141908:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Churchill, Gilbert A.</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Basic marketing research</subfield><subfield code="c">Gilbert A. Churchill ; Tom J. Brown ; Tracy A. Suter</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">7. ed., international ed.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">[S.l.]</subfield><subfield code="b">South-Western Cengage Learning</subfield><subfield code="c">2010</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XXVI, 594 S.</subfield><subfield code="b">Ill., graph. Darst.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing research</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marktforschung</subfield><subfield code="0">(DE-588)4037630-8</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketingforschung</subfield><subfield code="0">(DE-588)4200055-5</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="8">1\p</subfield><subfield code="0">(DE-588)4151278-9</subfield><subfield code="a">Einführung</subfield><subfield code="2">gnd-content</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Marketingforschung</subfield><subfield code="0">(DE-588)4200055-5</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="689" ind1="1" ind2="0"><subfield code="a">Marktforschung</subfield><subfield code="0">(DE-588)4037630-8</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2=" "><subfield code="8">2\p</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Brown, Tom</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)136032591</subfield><subfield code="4">aut</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Suter, Tracy A.</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">Digitalisierung UB Bamberg</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018880635&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-018880635</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">1\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">2\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield></record></collection> |
| genre | 1\p (DE-588)4151278-9 Einführung gnd-content |
| genre_facet | Einführung |
| id | DE-604.BV035987852 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T22:09:04Z |
| institution | BVB |
| isbn | 9781439041406 1439041407 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-018880635 |
| oclc_num | 604779463 |
| open_access_boolean | |
| owner | DE-473 DE-BY-UBG |
| owner_facet | DE-473 DE-BY-UBG |
| physical | XXVI, 594 S. Ill., graph. Darst. |
| publishDate | 2010 |
| publishDateSearch | 2010 |
| publishDateSort | 2010 |
| publisher | South-Western Cengage Learning |
| record_format | marc |
| spelling | Churchill, Gilbert A. Verfasser aut Basic marketing research Gilbert A. Churchill ; Tom J. Brown ; Tracy A. Suter 7. ed., international ed. [S.l.] South-Western Cengage Learning 2010 XXVI, 594 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing research Marktforschung (DE-588)4037630-8 gnd rswk-swf Marketingforschung (DE-588)4200055-5 gnd rswk-swf 1\p (DE-588)4151278-9 Einführung gnd-content Marketingforschung (DE-588)4200055-5 s DE-604 Marktforschung (DE-588)4037630-8 s 2\p DE-604 Brown, Tom Verfasser (DE-588)136032591 aut Suter, Tracy A. Verfasser aut Digitalisierung UB Bamberg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018880635&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 |
| spellingShingle | Churchill, Gilbert A. Brown, Tom Suter, Tracy A. Basic marketing research Marketing research Marktforschung (DE-588)4037630-8 gnd Marketingforschung (DE-588)4200055-5 gnd |
| subject_GND | (DE-588)4037630-8 (DE-588)4200055-5 (DE-588)4151278-9 |
| title | Basic marketing research |
| title_auth | Basic marketing research |
| title_exact_search | Basic marketing research |
| title_full | Basic marketing research Gilbert A. Churchill ; Tom J. Brown ; Tracy A. Suter |
| title_fullStr | Basic marketing research Gilbert A. Churchill ; Tom J. Brown ; Tracy A. Suter |
| title_full_unstemmed | Basic marketing research Gilbert A. Churchill ; Tom J. Brown ; Tracy A. Suter |
| title_short | Basic marketing research |
| title_sort | basic marketing research |
| topic | Marketing research Marktforschung (DE-588)4037630-8 gnd Marketingforschung (DE-588)4200055-5 gnd |
| topic_facet | Marketing research Marktforschung Marketingforschung Einführung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018880635&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT churchillgilberta basicmarketingresearch AT browntom basicmarketingresearch AT sutertracya basicmarketingresearch |