Dawn Iacobucci

Marketing Research: Methodological Foundations, 13th edition Dawn Iacobucci

For all the talk of "big data" and "marketing analytics"-it all starts here-you've got to know how to get data and what to do with data. MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS 13e, by Iacobucci and Churchill is recognized as the perennial authority and it continues to be the lead marketing research text in the industry. MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, 13th edition, offers readers (MBAs, EMBAs, advanced undergrads) a strong conceptual and practical understanding of marketing research and serves as an invaluable resource for professionals throughout their careers. Chapters: 1) Marketing Research: It's Everywhere!; 2) Alternative Approaches to Marketing Intelligence; 3) The Research Process and Problem Formulation; 4) Research Design, Exploratory Research, and Qualitative Data; 5) Descriptive Research; 6) Causal Designs; 7) Data Collection: Secondary Data; 8) Data Collection: Primary Data; 9) Questionnaires and Data-Collection Forms; 10) Attitude Measurement; 11) Sampling Procedures; 12) Sample Size; 13) Collecting the Data: Field Procedures and Non-sampling Errors; 14) Preprocessing the Data, and Cross-Tabs, Chi-Square and Related Indices for Cross-Tabs; 15) Data Analysis: Basic Questions, Quick Stats Review; 16) Data Analysis: Examination of Differences, Analysis of Variance; 17) Data Analysis: Investigation of Association, Conjoint Analysis; 18) Multivariate Data Analysis; 19) The Research Report; Epilogue. Each section of the book also has several hands-on cases, each chapter has "Ethical Dilemmas" for classroom debate, and "Research Realities" to see real-world applicability. Each chapter ends with questions and applications to further students' learning. Instructors should email the first author for additional materials: data, slides, etc.