Expect superior, balanced coverage of both qualitative and quantitative marketing research with this market-leading text from respected marketing authorities Dr. Dawn Iacobucci and Dr. Gilbert Churchill. Recognized as the classic authority for today's marketing research, MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, Tenth Edition, ensures the reader develops a strong conceptual as well as practical understanding of marketing research as it's practiced today. The book's thorough coverage of the six stages of the research process provides a solid marketing research framework while addressing topics and tools of emerging importance. New Qualtrics™ research activities and coverage of SPSS 17 offer first-hand practice with some of the most popular online survey tools used in business today. With its proven applications, clear presentation, and variety of timely cases, MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, Tenth Edition, serves as an exceptional learning tool for today's learners and as an invaluable reference tool for professionals throughout their careers.
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1 of 1 people found the following review helpful:
1.0 out of 5 stars
Irresponsible and academically dishonest,
This review is from: Marketing Research: Methodological Foundations (with Qualtrics Card) (Hardcover)
We used this textbook in a graduate marketing research class at USC. Now the presentation overall is fine, but the book is riddled with proofreading errors. Not in the text, but in the math formulas and values tables. The authors present a math formula and then a sample problem, but the solution in the sample problem doesn't match the result from the formula. So I would end up puzzling this out for a while and realize that an exponent was missing from the formula. Or parentheses. Or a variable. Or I would use values from the tables on the cover and get the wrong result because . . . the values in the table were wrong. Finally, after wasting several hours over the first half dozen badly proofed formulas, I went out and purchased Aaker's marketing research textbook, which HAS been proofread and the formulas are correct. So everytime I found a formula in the Iacobucci textbook, I would go looking for it in the Aaker textbook and use what I found there, thus saving myself hours of work puzzling over why sample problem results didn't match the actual formula in Iacobucci. I also ended up using the tables in Aaker because the tables in Iacobucci were unreliable.
There are literally dozens of mistakes in the math formulas and tables in the Iacobucci textbook. Let me make something very clear here -- this is unforgiveable and academically irresponsible. I paid over 200 dollars for this textbook and can forgive an error here and there, but the math formulas are central to the pedagogical value of the book. They should be perfect. There should be no exponents missing, no missing variables, no missing parentheses. The values in the math tables should be perfect. If you screw up the math formulas, you aren't teaching anything to anybody. A student purchasing a rival textbook in order to get the correct math formulas should NEVER happen -- especially if the authors and publisher expect over 200 dollars for their unacceptable efforts. I speak as a former university professor. It is not just laziness and irresponsibility, it is simple acadmic dishonesty for Iacobucci and Churchill not to proofread the formulas in their textbook. They are making tons of money from this textbook and the publisher is making even more money. You would think they could spare an hour or two to check the formulas, rather than expecting students to spend hours and days trying to figure out the correct formula (or worse, learning the wrong ones). It is also the responsibility of faculty to make sure that the math in a textbook is proofread and accurate. Never assume that the publisher or authors has checked them. Especially if the authors' names are "Iacobucci" or "Churchill."
5.0 out of 5 stars
feedback,
This review is from: Marketing Research: Methodological Foundations (with Qualtrics Card) (Hardcover)
The authors would be very happy to receive feedback, e.g., regarding any typos that remain. Google the first author and send her an email. Thx.
4.0 out of 5 stars
Better than the class,
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This review is from: Marketing Research: Methodological Foundations (with Qualtrics Card) (Hardcover)
The book is very methodical in its approach to the topic which is very nice. It however boring unless you have research in your blood.
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