TY  - BOOK
AU  - Malhotra,Naresh K
TI  - Marketing research: an applied orientation 
SN  - 9780136085430
U1  - 658.83 22 ed.
PY  - 2010///
CY  - Boston
PB  - Prentice Hall
KW  - Marketing Research
KW  - Investigación de Mercados
KW  - Mercadeo
N1  - Incluye referencias bibliográficas, índice, etc; 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
ER  -