TY  - BOOK
AU  - Churchill, Gilbert A.
AU  - Brown, Tom J.
AU  - Suter, Tracy A
TI  - Introduction to marketing research
SN  - 978-981-4352-91-8
U1  - BCir.658.83 
PY  - 2012///
CY  - -Australia
PB  - CENGAGE Learning
KW  - Introduction to marketing research
N1  - Includes glossary and index; Chapter 1. The Role of Marketing Research  --2. Gathering Marketing Intelligence: The Systems Approach  --3. Gathering Marketing Intelligence: The Project Approach  --4. Problem Formulation  --5. Types of Research Design and Exploratory Research  --6. Descriptive and Casual Research Designs  --7. Secondary Data  --8. Standardized Marketing Information Services  --9. Collecting Primary Data  --10. Collecting Information by Communication  --11. Collecting Information by Observation  --12.Asking Good Questions: Measurement Basics  --13. Measuring Attitudes and Other Variables  --14.Designing the Questionnaire or Observation Form  --15. Developing the Sampling Plan  --16. Determining Sample Size  --17. Collecting the Data: Nonsampling Errors and Response Rate Calculation  --18. Data Analysis:  Preliminary Steps  --19. Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing  --20. Data Analysis: Analyzing Multiple Variables Simultaneously  --21. The Research Report
ER  -