000			02096nam a2200277 a 4500
001			000014370
005			20160221095445.0
008			110727m20101996xxuado grn 001 0 eng d
942			_c
020			_a9780136085430 _c(pasta dura)
020			_a0136085431 _c(pasta dura)
040			_aCO-BrUAC _bspa _cCO-BrUAC _dCO-BrUAC
041	0		_aeng
082	0	4	_a658.83 _bM249a _222 ed.
100	1		_aMalhotra, Naresh K
245	1	0	_aMarketing research : _ban applied orientation / _cNaresh K. Malhotra.
250			_a6 ed.
260			_aBoston : _bPrentice Hall, _c2010.
300			_a897 p. : _bil., grafs., fot. byn., etc.
504			_aIncluye referencias bibliográficas, índice, etc.
505	0		_aPte. 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.
544	1		_aDisponible en la Colección General.
650	1	0	_aMarketing Research
650	1	4	_aInvestigación de Mercados
650	1	4	_aMercadeo
999			_c14240 _d14240