00000cam a22000003i 4500 UP-1685594773862053991 Buklod 20240502112403.0 g||| | || || ta 170203s2014 ctua rb |||1 u|eng d 9781133188544 (iLib)UPBAG-00023176551 GRC-3237 Creative Mind Php10,530.00 Prof. Bienvenido Marzan DLC BAG rda eng HF 5415.2 B72 2014 Brown, Tom J. author. Basic marketing research customer insights and managerial action Tom J. Brown Tracy A. Suter, Gilbert A. Churchill, Jr. 8th edition. Stamford, CT Cengage Learning ©2014. xxvi, 478 pages color illustrations 29 cm Includes bibliographical references and index. Part 1: Introduction to Marketing Research and Problem Definition -- Chapter 1 The Role of Marketing Research -- Chapter 2 The Reseach Process and Ethical Concerns -- Chapter 3 Problem Formulation -- Chapter 4 Exploratory Research -- Part 2: Working with Existing Information to Solve Problems -- Chapter 5 Decision Support Systems: Introduction -- Chapter 6 Decision Support Systems: Working with ?Big Data? -- Chapter 7 Using External Secondary Data -- Part 3: Collecting Primary Data to Solve Problems -- Chapter 8 Conducting Causal Research -- Chapter 9 Colecting Descriptive Primary Data -- Chapter 10 Collecting Data by Observation -- Chapter 11 Collecting Data by Communication -- Chapter 12 Asking Good Questions -- Chapter 13 Designing the Data Collection Form -- Chapter 14 Developing the Sampling Plan -- Chapter 15 Data Collection: Enhancing Response Rates while Limiting Errors -- Part 4: Analyzing Data -- Chapter 16 Data Preparation for Analysis -- Chapter 17 Analysis and Interpretation: Individual Variables Independently -- Chapter 18 Analysis and Interpretation: Multiple Variables Simultaneously -- Part 5: Reporting the Results -- Chapter 19 The Oral Research Presentation -- Chapter 20 The Written Research Report. Marketing Research. Churchill,Gilbert A. Jr. author. FO UPBAG GRC HF 5415.2 B72 2014 Book