TY  - BOOK
AU  - Burns,Alvin C.
ED  - Bush, Ronald F.
TI  - Marketing research
SN  - 0136027040
U1  - 658.83 22 ed.
PY  - 2010///
CY  - Boston
PB  - Prentice Hall
KW  - Marketing
KW  - Marketing Research
KW  - SPSS for Windows
KW  - Mercadeo
KW  - Administración y Dirección
N1  - Incluye referencias bibliográficas, índice, etc; 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
ER  -