Basic marketing research / Gilbert A. Churchill, Tom J. Brown.

Includes bibliographical references and index.

Introduction to marketing research and problem definition: Role of marketing research; Gathering marketing intelligence; Process of marketing research; Problem formulation -- Research design: Types of research design and exploratory research; Descriptive and causal research designs -- Data collection methods: Secondary data; Standardized marketing information services; Collecting primary data; Collecting information by communication; Collecting information by observation -- Data collection forms: Designing the questionnaire or observation form; Measurement basics; Measuring attitudes, perceptions, and preferences -- Sampling and data collection: Sampling basics, nonprobability, and simple random samples; Stratified and cluster sampling; Sample size; Collecting the data, nonsampling errors and response rate calculation -- Data analysis: Data analysis, preliminary steps; Data analysis, analyzing individual variables and basics of hypothesis testing; Data analysis, analyzing multiple variable simultaneously -- Research reports: Research report -- Appendix -- Glossary.

Distribution is restricted to RFB and D members who have a documented print disability such as a visual impairment, learning disability or other physical disability.

Designed for the introductory, undergraduate course in marketing research, [this book] can be used either in one- or two-quarter sequences or in semester courses. This text provides a framework preventing students from becoming lost in a maze when they focus on the bits and pieces to the point that they fail to see the interrelationships of the parts to the whole. An understanding of these interrelationships is essential both to the aspiring manager and the aspiring researcher. This book attempts to serve both aspiring managers and aspiring researchers by breaking the research process down into the basic stages that must be completed when answering a research question.-Pref.