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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.
- Sales Rank: #429894 in Books
- Published on: 2004-04-29
- Original language: English
- Number of items: 1
- Dimensions: 1.26" h x 8.30" w x 10.26" l,
- Binding: Hardcover
- 720 pages
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.
Most helpful customer reviews
0 of 0 people found the following review helpful.
love this book
By Amazon Customer
Marketing Research: Methodological Foundations
Great book! very detailed and easy to understand
12 of 12 people found the following review helpful.
Marketing Research from a Project Based Perspective
By Craig Matteson
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.
11 of 12 people found the following review helpful.
Irresponsible and academically dishonest
By Richard Hooker
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."
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