Marketing Research: Methodological Foundations (with InfoTracĀ®) [Hardcover]

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

Book Description

Publication Date: April 29, 2004 | ISBN-10: 0324201605 | ISBN-13: 978-0324201604 | Edition: 9

Do you know the six stages of successful marketing research? Find out with MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS. Inside you'll learn about all stages, plus how to make them work for you in real-world situations. This textbook continues to be the market leader because of its balanced coverage and its easy-to-understand presentation. Get a solid foundation in class and preparation for the future.

Editorial Reviews

About the Author

A recognized leader in the field of marketing research, Gilbert A. Churchill, Jr., joined the University of Wisconsin faculty after receiving his D.B.A. from Indiana University in 1966. Professor Churchill was named Distinguished Marketing Educator by the American Marketing Association in 1986, the second individual so honored. This 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, which is given to the most influential marketing scholars, as judged by a national jury drawn from universities, businesses, and government. Also in 1996, the Marketing Research Group of the American Marketing Association established the Gilbert A. Churchill, Jr. Lifetime Achievement Award, which is awarded each year to an individual who has made significant contributions to marketing research. Dr. Churchill is a past recipient of the yearly William O'Dell Award for an outstanding article in the JOURNAL OF MARKETING RESEARCH. He has also been a finalist for the award five additional times. He is a co-author of the most and third-most influential articles of the past century in sales management, as judged by a panel of experts in the field. His articles have appeared in such publications as the JOURNAL OF MARKETING RESEARCH, JOURNAL OF MARKETING, JOURNAL OF CONSUMER RESEARCH, JOURNAL OF RETAILING, JOURNAL OF BUSINESS RESEARCH, DECISION SCIENCES, TECHNOMETRICS, and ORGANIZATIONAL BEHAVIOR AND HUMAN PERFORMANCE.

A renowned expert on networks, customer satisfaction and service marketing, and quantitative psychological research, Dr. Dawn Iacobucci is the E. Bronson Ingram Professor of Marketing and the Associate Dean for Faculty at the Owen Graduate School of Management, Vanderbilt University. She has previously served as Professor of Marketing at the Kellogg School of Management, Northwestern University. She has also served as the Coca-Cola Distinguished Professor of Marketing, Professor of Psychology and Head of the Marketing Department of the University of Arizona as well as the John Pomerantz Professor of Marketing at Wharton, the University of Pennsylvania. She received her M.S. in Statistics, and M.A. and Ph.D. in Quantitative Psychology from the University of Illinois at Urbana-Champaign. Her research focuses on the modeling of dyadic interactions and social networks, the conceptualization and measurement of customer satisfaction and service quality, and multivariate and methodological research questions. Dr. Iacobucci has published in a variety of journals including the JOURNAL OF MARKETING, the JOURNAL OF MARKETING RESEARCH, HARVARD BUSINESS REVIEW, JOURNAL OF CONSUMER PSYCHOLOGY, INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, MARKETING SCIENCE, JOURNAL OF SERVICE RESEARCH, PSYCHOMETRIKA, PSYCHOLOGICAL BULLETIN, and SOCIAL NETWORKS. Dr. Iacobucci is recent editor of both the JOURNAL OF CONSUMER RESEARCH and JOURNAL OF CONSUMER PSYCHOLOGY. She has edited several books related to marketing and authored a book covering mediation analysis. Dr. Iacobucci has taught internationally and has consulted extensively for several top companies, including Bryan Cave LLP, AT&T, Knowles Electronics, First Chicago, Yamaha, and Hewlett-Packard. Her research has been recognized with numerous grants, awards, and distinctions, including a National Science Foundation Award.

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
• Average Customer Review: 4.4 out of 5 stars  See all reviews (7 customer reviews)
• Amazon Best Sellers Rank: #170,722 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

25 of 27 people found the following review helpful:

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

By 

Sailoil - 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 (Saline, MI) - See all my reviews
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This review is from: Marketing Research: Methodological Foundations (with InfoTracĀ®) (Hardcover)

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.

7 of 7 people found the following review helpful:

5.0 out of 5 stars Practical, deep, and complete, November 13, 2006

By 

Daniel Waisberg (Israel) - See all my reviews
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This review is from: Marketing Research: Methodological Foundations (with InfoTracĀ®) (Hardcover)

This book is an excellent introduction and advanced resource for all those that wish to be a marketing research professional (or to those that just want to understand it). The authors present in-depth explanations of the field's theory populated with day-to-day examples.

I have read it attentively more than once and it was a very useful resource for two courses in my masters: 'Research methods in markets and in organizations' and 'Data Analysis in Marketing'. In both courses, the Professors were really weak, and I learned most of the topics thanks to the book. Some of the themes treated in the book are:

Part 1: Marketing Research, the Research Process, and Problem definition. Part 2: Determine Research Design. Part 3: Design Data-Collection Method and Forms. Part 4: Sample Design and Data Collection. Part 5: Analysis and Interpretation of Data. Part 6: The Research Report.

The book fits academic as well as industry readers and the content justifies the price.