Recommended book: Basic Marketing Research (Book Only) by Brown, Tom J., Suter, Tracy A., Churchi

Basic Marketing Research (Book Only) by Brown, Tom J., Suter, Tracy A., Churchi

Basic Marketing Research (Book Only) by Brown, Tom J., Suter, Tracy A., Churchi

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Item specifics


Good: A book that has been read but is in good condition. Very minimal damage to the cover including scuff
Edition Number: 8
Language: English Publication Year: 2013
Format: Paperback ISBN:




Basic Marketing Research (Book Only) by Brown, Tom J., Suter, Tracy A., Churchi

Product Details

Basic Marketing Research: Customer Insights and Managerial Action, 8th edition, provides an introductory look at marketing research for undergraduate students, managerially-oriented graduate students, or anyone who wants an appreciation of the marketing research process. Why is BASIC MARKETING RESEARCH the best-selling marketing textbook? It is a best seller because it’s written from a student’s perspective. Authors Brown, Suter, and Churchill know that for a marketing textbook to be effective, students have to be able to understand it. And they’ve achieved that time and again. This edition is packed with the features that made it a best-seller in the first place, from study tools to updated content to an easy-to-read writing style. Plus, in this volume you’ll learn more about how experts gather data and how to use it yourself to turn greater profits.

Product Identifiers
ISBN-10 1111525293
ISBN-13 9781111525293
eBay Product ID (ePID) 159886707

Key Details
Author Gilbert A. Churchill, Tom J. Brown, Tracy A. Suter
Number Of Pages 512 pages
Format Paperback
Publication Date 2013-11-08
Language English
Publisher Cengage South-Western
Publication Year 2013

Additional Details
Edition Number 8
Copyright Date 2014
Illustrated Yes

Weight 44.9 Oz
Height 0.8 In.
Width 7.4 In.
Length 9.7 In.

Target Audience
Group College Audience

Classification Method
LC Classification Number HF5415.2

BRIEF CONTENTS.PART I: INTRODUCTION TO MARKETING RESEARCH AND PROBLEM FORMULATION.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. 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.14. Developing the Sampling Plan.15. Data Collection: Enhancing Response Rates while Limiting Errors.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.

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