Marketing Research: Methodological Foundations (with InfoTrac®) (Hardcover)

by Gilbert A. Churchill (Author), Dawn Iacobucci (Author)

Editorial Reviews

Product Description
This market leader has established itself as a classic through seven previous editions by presenting superior, balanced coverage of both the qualitative and quantitative aspects of marketing research.

About the Author
Gilbert A. Churchill, Jr., received his DBA from Indiana University in 1966 and joined the University of Wisconsin faculty upon graduation. Churchill was named Distinguished Marketing Educator by the American Marketing Association in 1986-only the second individual so honored. The lifetime achievement award recognizes and honors a living marketing educator for distinguished service and outstanding contributions in the field of marketing education. Professor Churchill was also awarded the Academy of Marketing Science's lifetime achievement award in 1993 for his significant scholarly contributions. In 1996, he received a Paul D. Converse Award, given to the most influential marketing scholars as judged by a national jury drawn from universities, business and government. Also in 1996, the Marketing Research Group of the American Marketing Association established the Gilbert A. Churchill, Jr., lifetime achievement award, to be given each year to a person judged to have made significant lifetime contributions to marketing research. Professor Churchill has received numerous other academic awards, has served on the boards of the American Marketing Association, and the Advisory Committee to the Bureau of the Census. In addition, he has served as consultant to a number of companies, including Oscar Mayer, Western Publishing Company, and Parker Pen. Professor Churchill's articles have appeared in such publications as the Journal of Marketing Research, the Journal of Marketing, the Journal of Consumer Research, the Journal of Retailing, the Journal of Business Research, Decision Sciences, Technometrics and Organizational Behavior and Human Performance, among others. He is co-author of several books, and is a former editor of the Journal of Marketing Research. He has served on the editorial boards of Journal of Marketing Research, Journal of Marketing, Journal of Business Research, Journal of Health Care Marketing and the Asian Journal of Marketing.

Product Details

• Hardcover: 720 pages
• Publisher: South-Western College Pub; 9 edition (April 29, 2004)
• Language: English
• ISBN-10: 0324201605
• ISBN-13: 978-0324201604
• Product Dimensions: 10.1 x 8.3 x 1.3 inches
• Shipping Weight: 3.4 pounds (View shipping rates and policies)
• Average Customer Review: 4.4 out of 5 stars See all reviews (5 customer reviews)
• Amazon.com Sales Rank: #303,457 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

23 of 25 people found the following review helpful:

5.0 out of 5 stars Expensive but worth every penny!, August 24, 2000

By	Sailoil (Dublin Ireland) - See all my reviews

This review is from: Marketing Research: Methodological Foundations (Hardcover)

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.

12 of 12 people found the following review helpful:

5.0 out of 5 stars Marketing Research from a Project Based Perspective, June 28, 2004

By	Craig Matteson (Ann Arbor, MI) - See all my reviews (TOP 50 REVIEWER)

This is the new edition of the book we used in the marketing research course at the Michigan Business School. It was great then and is even better now that they have tightened it up and slimmed it down a bit. It reads clearly, is focused, and doesn't pull any punches about the benefits, tradeoffs, and limitations of the various problems and methods involved in this subject.

Rather than focusing on decision support systems or marketing information systems, this book is focused on a project based approach. The authors help you recognize a problem, how to formulate it clearly, present it to decision makers for approval, designing the research to be done, data design and collection methods, they offer sample designs which is very helpful. They then do a fabulous job on data analysis and conclude by showing you how to present a proper research report.

There are several helpful appendices providing statistical values for those calculator based problems, but, really, who doesn't use a spreadsheet or SPSS or some similar package anymore?

There is also a glossary, a subject index, and an author index.

This is a standard text on the subject, and it is terrific.

12 of 14 people found the following review helpful:

5.0 out of 5 stars A complete detailed theoritical and analytical book, March 20, 1998

By A Customer

This review is from: Marketing Research: Methodological Foundations (Hardcover)

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.