Marketing Research Fundamentals (English Edition·4th Edition) (English Edition·4th Edition)

Author: Gilbert A. Churchill Jr.
Publisher:
Publish Date: 2004-01-01
Features: This book is well-structured and covers various important methods of marketing research. The author adopts a question-based discussion approach, highlighting the advantages and disadvantages of different research methods under specific conditions while also analyzing their underlying reasons, enabling readers to not only understand "what" but also "why." The book is divided into seven parts and 23 chapters, following the stages of the marketing research process as its main thread. It provides in-depth yet accessible explanations of seven key steps: defining research problems, research design, data collection methods, data collection forms, sampling design and data collection, data analysis and interpretation, and the preparation of research reports. The book is comprehensive in structure, covering various important methods of marketing research. The author adopts a question-based discussion approach, highlighting the advantages and disadvantages of different research methods under specific conditions while also analyzing their underlying reasons, enabling readers to not only understand "what" but also "why."