Marketing Research

Methodical Foundations

Gilbert A. Churchill, Dawn Iacobucci

697 pages, parution le 10/06/2004 (9^eme édition)

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Résumé

This market leader has established itself as a classic through eight previous editions by presenting superior, balanced coverage of both the qualitative and quantitative aspects of marketing research. The six stages of the research process provide a solid framework to ensure the development of students' conceptual and practical understanding of marketing research. It may be used for both upper-division undergraduate and graduate level courses.

L'auteur - Dawn Iacobucci

DAWN IACOBUCCI is the Coca-Cola Distinguished Professor of Marketing and Head of the Marketing Department at the University of Arizona in Tucson. She was previously professor of marketing at the Kellogg School of Management, Northwestern University. She also served as editor of and contributor to Kellogg on Marketing (Wiley).

Sommaire

Marketing Research, the Research Process and Problem Definition
Determine Research Design
Design Data-Collection Method and Forms
Sample Design and Data Collection
Data Analysis and Interpretation
The Research Report

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	Gilbert A. Churchill, Dawn Iacobucci
Parution	10/06/2004
Édition	9^eme édition
Nb. de pages	697
Format	20 x 25
Couverture	Broché
Poids	1260g
Intérieur	Noir et Blanc
EAN13	9780324225099
ISBN13	978-0-324-22509-9