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| Título | Marketing research: an applied orientation. - Quinta edición.Libros / Impreso - Libros
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| Autor(es) | Malhotra, Naresh K. (Autor)
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| Publicación | New Jersey : Pearson, 2007
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| Descripción Física | xxx, 811 p. : il., gráficas + CD-ROM
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| Idioma | Inglés; |
| ISBN | 0132221177
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| Clasificación(es) | 658.83
MERCADEO
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| Materia(s) | FUNDAMENTOS DE MERCADEO (03097);
Investigación de mercados;
Mercadeo;
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| Nota(s) | CONTENIDO: Introduction to Marketing Research.-- Ch. 2 Defining the Marketing Research Problem and Developing an Approach.-- Ch. 3 Research Design.-- Ch. 4 Exploratory Research Design: Secondary Data.-- Ch. 5 Exploratory Research Design: Qualitative Research.-- Ch. 6 Descriptive Research Design: Survey and Observation.-- Ch. 7 Causal Research Design: Experimentation.-- Ch. 8 Measurement and Scaling: Fundamentals and Comparative Scaling.-- Ch. 9 Measurement and Scaling: Noncomparative Scaling Techniques.-- Ch. 10 Questionnaire and Form Design.-- Ch. 11 Sampling: Design and Procedures.-- Ch. 12 Sampling: Final and Initial Sample Size Determination.-- Ch. 13 Fieldwork.-- Ch. 14 Data Preparation.-- Ch. 15 Frequency Distribution, Cross-Tabulation, and Hypothesis Testing.-- Ch. 16 Analysis of Variance and Covariance.-- Ch. 17 Correlation and Regression.-- Ch. 18 Discriminant Analysis.-- Ch. 19 Factor Analysis.-- Ch. 20 Cluster Analysis.-- Ch. 21 Multidimensional Scaling and Conjoint Analysis.-- Ch. 22 Report Preparation and Presentation.-- Ch. 23 International Marketing Research.-- App Statistical Tables.-
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| Ver en WorldCat | WorldCat
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| Ver en Google Books | Google Books
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| CodBarras |
Localización |
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Estado |
Categoría | | | 077131 | Biblioteca Universidad Icesi | 2 | 658.83/M249m/2007 | Disponible | Col. General |
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