Marketing Research: Methodology Foundation (English Version·8th Edition): Methodology Foundation (English Version·8th Edition)

Author: Churchill
Publisher:
Publish Date: 2003-04-01
Features: This book introduces the design of the chapter structure in the order of marketing research, aiming to create a basic academic system of marketing research for students. Marketing research is a complex topic, understanding which requires us to answer a series of questions and make choices regarding many technical issues in the research process. Without a concise theoretical framework, students may get lost in trivial concepts or methods and fail to connect individual parts with the entire marketing research theory. The book is divided into six parts and 18 chapters. Part I primarily focuses on defining research problems. Part II mainly examines the characteristics of research design. Its emphasis lies in ensuring that the conducted research aligns with specific problems and effectively addresses them. Part III covers the design of information tables for collected data. Part IV primarily explores how to obtain data through practical operations. Part V studies how to interpret the meaning of collected information. Part VI consists of Chapter 18 and the postscript. Chapter 18 focuses on research reports, which are important criteria for evaluating the results of marketing research. The content of this book is systematic and scientific, covering all aspects involved in actual marketing research, from defining research problems to questionnaire design and data collection, as well as data processing and validation. This book is suitable for marketing professionals, students, MBA students, and senior management in enterprises.