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Complete downloadable Test Bank for Basic Marketing Research 7th Edition by Churchill. INSTRUCTOR RESOURCE INFORMATION
TITLE: Basic Marketing Research
RESOURCE:Test Bank
EDITION: 7th Edition
AUTHOR: Churchill, Brown, Suter
PUBLISHER: Cengage Learning
Table of content
1. Role of Marketing Research.
2. Gathering Marketing Intelligence: The Systems Approach.
3. Gathering Marketing Intelligence: The Project Approach.
4. Problem Formulation.
5. Types of Research Design and Exploratory Research.
6. Descriptive and Causal Research Designs.
7. Secondary Data.
8. Standardized Marketing Information Services.
9. Collecting Primary Data.
10. Collecting Information by Communication.
11. Collecting Information by Observation.
12. Asking Good Questions: Measurement Basics.
13. Measuring Attitudes and Other Variables.
14. Designing the Questionnaire or Observation Form.
15. Developing the Sampling Plan.
16. Determining Sample Size.
17. Collecting the Data: Nonsampling Errors and Response Rate Calculation.
18. Data Analysis: Preliminary Steps.
19. Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing.
20. Data Analysis: Analyzing Multiple Variables Simultaneously.
21. The Research Report.
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