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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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.
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