000			01936nam a2200301 a 4500
001			000014533
005			20160221095532.0
008			110906m20102000xxuado grn 001 0 eng d
942			_c
020			_a0136027040 _c(pasta dura)
020			_a9780136027041 _c(pasta dura)
040			_aCO-BrUAC _bspa _cCO-BrUAC _dCO-BrUAC
041	0		_aeng
082	0	4	_a658.83 _bB967 _222 ed.
100	1		_aBurns, Alvin C.
245	1	0	_aMarketing research / _cAlvin C. Burns, Ronald F. Bush.
250			_a6 ed.
260			_aBoston : _bPrentice Hall, _c2010.
300			_a669 p. : _bil., fot. byn., col., grafs., etc.
504			_aIncluye referencias bibliográficas, índice, etc.
505	0		_aCap. 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.
544	1		_aDisponible en la Colección General.
650	1	0	_aMarketing Research
650	1	0	_aSPSS for Windows
650	1	4	_aMercadeo _xAdministración y Dirección
630	0	4	_aMarketing
710	2		_aBush, Ronald F.
999			_c14376 _d14376