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Title: Marketing Research: Methodological Foundations by Gilbert A. Churchill, Dawn Iacobucci ISBN: 0-03-033101-3 Publisher: South-Western College Pub Pub. Date: 11 May, 2001 Format: Hardcover Volumes: 1 List Price(USD): $131.95

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Average Customer Rating: 5 (2 reviews)

Rating: 5
Summary: Expensive but worth every penny!
Comment: This is a huge work of marketing research, both in terms of volume and importance. Although intended as a grounding in the foundations of market research, the book takes you further than that. As a result I was using it as a text at post-graduate level.

The book sets out to explain how to: Formulate your problem. Determine your research design. Design your collection method and forms. Design your sample and collect the data. Analyse and interpret the data. Prepare your research report.

It is then subdivided into sub sections. I was particularly impressed with the section on ethics, which was so clearly laid out that I used it as a guide when writing a pure ethics paper.

The book is amply supplied with examples and case studies to illustrate the text and make it useful in a more practical sense.

All in all a clear, accessible, well laid out and well indexed textbook.

Rating: 5
Summary: A complete detailed theoritical and analytical book
Comment: An excellent work both theory and analysis. Provides an insight about the math requirments for the Marketing Researcher. In certain areas it gives the basic ideas - pp 752,753 - Fig.13.1 Histogram and Frequency Polygon of Incomes of Families in Car Ownership study. The Preface states- this edition, is designed to avoid such extremes by providing the student with a thorough treatment of the important concepts, both simple and complex - This aspect is proved in every section of the book. Really it will help the student to develop their creativie and analytical marketing skills. A very good work.

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