Marketing Research Methodology Fundamentals (9th Edition)

Author: Churchill, R. A. Coughlan
Publisher:
Publication Date: 2007-01-01
Features: This book is one of the textbooks in marketing research. The authors have profound expertise in marketing research methods. The book is organized according to the process of marketing research, starting from problem definition, moving through research design, determining data collection methods, then conducting data collection, analysis, and interpretation, and finally submitting the research report. The book also introduces the advantages and disadvantages of various research methods to enable students to gain a deeper understanding and correctly apply different research methods. This textbook is suitable for undergraduate and graduate students majoring in marketing, as well as marketing research professionals. The book is specially designed with many sections to help students develop their marketing research skills, such as cases, problems, ethical dilemmas, and research status. The 9th edition has streamlined relevant content in necessary chapters to make it easier for students to understand. The 9th edition has added learning objectives at the beginning of each chapter to help students clearly understand what they are expected to learn. The 9th edition has added borders to summarize key content. The 9th edition has updated 25% of the cases.