Burns, Alvin C. <br/><br/>
Marketing research / 
Alvin C. Burns, Ronald F. Bush. 
 - 6 ed. 
 - Boston :  Prentice Hall,  2010. 
 - 669 p. :  il., fot. byn., col., grafs., etc. 
<br/><br/>Incluye referencias bibliográficas, índice, etc. 
<br/><br/>Cap. 1. Introducing marketing research -- 2. Explaining the marketing research process -- 3. Describing characteristics of the marketing research industry -- 4. Defining the problem and determining research objectives -- 5. Understanding research design -- 6. Using secindary data and online information databases -- 7. Comprehending standardized information sources -- 8. Utilizing exploratory and qualitative researc techniques -- 9. Evaluating survey data-collection methods -- 10. Understanding measurement in marketing research -- 11. Developing questions and designing the questionnaire -- 12. Determining how to select the sample -- 13. Determining the size of a sample -- 14. Dealing with field work and data quality issues -- 15. Using basic descriptive analysis -- 16. Performing population estimates and hypothesis tests -- 17. Implementing basic differences tests -- 18. Making use of associations tests -- 19. Understanding regression analysis basics -- 20. Preparing the researc report and presentation. 
<br/><br/><br/>Disponible en la Colección General. 
<br/><br/><label>ISBN: </label>0136027040  (pasta dura) 9780136027041  (pasta dura) 
<br/><br/><label>Subjects--Uniform Titles: </label><br/>Marketing
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing Research<br/>SPSS for Windows<br/>Mercadeo--Administración y Dirección
<br/><br/><label>Dewey Class. No.: </label>658.83  / B967