Malhotra, Naresh K <br/><br/>
Marketing research :  an applied orientation / 
Naresh K. Malhotra. 
 - 6 ed. 
 - Boston :  Prentice Hall,  2010. 
 - 897 p. :  il., grafs., fot. byn., etc. 
<br/><br/>Incluye referencias bibliográficas, índice, etc. 
<br/><br/>Pte. 1. Introduction and early phases of marketing research -- Cap. 1. Introduction to marketing research -- 2. Defining the marketing research problem and developing approach -- Pte. 2 Research design formulation -- Cap. 3. Research design -- 4. Exploratory research design: secondary data -- 5. Exploratory research: qualitative research -- 6. Cescriptive research design: survey and observation -- 7. Causal research design: experimentation -- 8. Measurement and scaling: fundamentals and comparative scaling -- 9. Measurement and scaling: noncomparative scaling techniques -- 10. Questionnaire and form design -- 11. Sampling: design and procedures -- 12. Sampling: final and initial sample size determination -- Pte. 3. Data collection, preparation, analysis, and reporting -- Cap. 13. Fieldwork -- 14. Data preparation -- 15. Frequency distribution, cross-tabulation, and hypothesis -- 16. Analysis of variance and covariance -- 17. Correlation and regression -- 18. Discriminant and logic analysis -- 19. Factor analysis -- 20. Cluster analysis -- 21. Multidimensional scaling and conjoint analysis -- 22. Structural equation modeling and path analysis -- 23. Report preparation and presentation -- 24. International marketing research. 
<br/><br/><br/>Disponible en la Colección General. 
<br/><br/><label>ISBN: </label>9780136085430  (pasta dura) 0136085431  (pasta dura) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing Research<br/>Investigación de Mercados<br/>Mercadeo
<br/><br/><label>Dewey Class. No.: </label>658.83  / M249a