Basic Marketing Research with InfoTrac or Strategic Management

Basic Marketing Research with InfoTrac

Author: Gilbert A Churchill

This best-selling introductory marketing research text has undergone a complete transition in the fifth edition, making it completely accessible to students while still retaining one of it's greatest features- it's level of relevant and important information. Take a look at this revised text and you'll see how we combined a true managerial and decision-making emphasis, with the most thorough explanation of what marketing research is, and how marketing research is done. This text will give your students a complete understanding of the modern practice of marketing research from the formulation of a question to the presentation of the results.

Table of Contents:

PART I. INTRODUCTION TO MARKETING RESEARCH AND PROBLEM DEFINITION 1. Role of Marketing Research 2. Gathering Marketing Intelligence 3. Process of Marketing Research 4. Problem Formation 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. Designing the Questionnaire or Observation Form 13. Measurement Basics 14. Measuring Attitudes, Perceptions, and Preferences PART V. SAMPLING AND DATA COLLECTION 15. Sampling Basics, Nonprobability and Simple Random Samples 16. Stratified and Cluster Sampling 17. Sample Size 18. Collecting the Data: Nonsampling Errors and Response Rate Calculation PART VI. DATA ANALYSIS 19. Data Analysis: Preliminary Steps 20. Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing 21. Data Analysis: Analyzing Multiple Variables Simultaneously PART VII. RESEARCH REPORTS 22. The Written Research Report 23. The Oral Research Report

Book review: Bible and Sword or Martin Van Buren

Strategic Management: Concepts and Cases

Author: Fred David

KEY BENFIT: David’s Strategic Management offers a skills-oriented, practitioner perspective that has been updated with modern cases to reflect current research and strategy.

This text covers strategy formulation issues such as business ethics, global vs. domestic operations, vision/mission, matrix analysis, partnering, joint venturing, competitive analysis, and includes a brand new cohesion case on the Walt Disney Company.

  For management professionals, small business owners and others involved in business.

Booknews

A textbook that meets all AACSB guidelines for the business policy and strategic management course at both the graduate and undergraduate level. Pivots on the themes that global factors affect virtually all strategic decision, that information technology is a vital strategic management tool, and that preserving the natural environment is a vital strategic issue. Incorporates changes in the business climate, new research, and updated examples since the previous edition in 1997 (first in 1991). Also new is an associated World Wide Web site with a range of resources. The text itself comprises 350 pages, after which over 500 pages of cases are presented in separately numbered pages; the arrangement puts the index inconveniently in the middle of the volume. Annotation c. by Book News, Inc., Portland, Or.