000			02103nam a22002657a 4500
003			OSt
005			20220118195034.0
008			220118b ||||| |||| 00| 0 eng d
020			_a9789814878043
040			_bEnglish. _cCvSU-CCAT Campus Library _erda.
050			_aHF 5415.2 _bB67 2020
100			_aBrown, Tom J., author. _94274
245			_aBasic marketing research : _bcustomer insights and managerial action / _cTom J. Brown, Tracy A. Suter, and Gilbert A. Churchill Jr.
250			_aNinth edition.
260			_aBoston, Massachusetts : _bCengage Learning, _cc2020.
300			_axviii, 348 pages : _billustrations ; _c28 cm
504			_aIncludes index.
505			_aBRIEF CONTENTS. Part I: INTRODUCTION TO MARKETING RESEARCH AND PROBLEM DEFINITION. 1. The Role of Marketing Research. 2. The Research Process and Ethical Concerns. 3. Problem Formulation. 4. Exploratory Research. Part II: Working with Existing Information to Solve Problems. 5. Decision Support Systems: Introduction. 6. Decision Support Systems: Working with "Big Data". 7. Using External Secondary Data. Part III: COLLECTING PRIMARY DATA TO SOLVE PROBLEMS. 8. Conducting Causal Research. 9. Collecting Descriptive Primary Data. 10. Collecting Data by Observation. 11. Collecting Data by Communication. 12. Asking Good Questions. 13. Designing the Data Collection Form for Communication Data. 14. Developing the Sampling Plan. 15. Data Collection: Types of Error and Response Rate Calculation. Part IV: ANALYZING DATA. 16. Data Preparation for Analysis. 17. Analysis and Interpretation: Individual Variables Independently. 18. Analysis and Interpretation: Multiple Variables Simultaneously. Part IV: REPORTING THE RESULTS. 19. The Oral Research Presentation. 20. The Written Research Report. Appendix. Endnotes. Glossary. Index.
546			_aIn English text.
650			_aMarketing research. _9217
700			_aSuter, Tracy A., author. _94275
700			_aChurchill, Gilbert A., author. _94276
942			_2lcc _cBK _hHF 5415.2 B67 2020 _kCIR
999			_c1395 _d1395