Test Bank for Basic Marketing Research, 7th Edition, Gilbert A. Churchill, Tom J. Brown Tracy A. Suter

Test Bank for Basic Marketing Research, 7th Edition, Gilbert A. Churchill, Tom J. Brown, Tracy A. Suter,

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PART I: INTRODUCTION TO MARKETING RESEARCH AND PROBLEM DEFINITION.
1. Role of Marketing Research.
2. Gathering Marketing Intelligence: The Systems Approach.
3. Gathering Marketing Intelligence: The Project Approach.
4. Problem Formulation.
PART II: RESEARCH DESIGN.
5. Types of Research Design and Exploratory Research.
6. Descriptive and Causal Research Designs.
PART III: DATA COLLECTION METHODS.
7. Secondary Data.
8. Standardized Marketing Information Services.
9. Collecting Primary Data.
10. Collecting Information by Communication.
11. Collecting Information by Observation.
PART IV: DATA COLLECTION FORMS.
12. Asking Good Questions: Measurement Basics.
13. Measuring Attitudes and Other Variables.
14. Designing the Questionnaire or Observation Form.
PART V: SAMPLING AND DATA COLLECTION.
15. Developing the Sampling Plan.
16. Determining Sample Size.
17. Collecting the Data: Nonsampling Errors and Response Rate Calculation.
PART VI: DATA ANALYSIS.
18. Data Analysis: Preliminary Steps.
19. Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing.
20. Data Analysis: Analyzing Multiple Variables Simultaneously.
PART VII: RESEARCH REPORTS.
21. The Research Report.