Detalles del Título
Detalles del Título

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Título Marketing research: an applied orientation. - Quinta edición.Libros / Impreso - Libros
Autor(es) Malhotra, Naresh K. (Autor)
Publicación New Jersey : Pearson, 2007
Descripción Física xxx, 811 p. : il., gráficas + CD-ROM
Idioma Inglés;
ISBN 0132221177
Clasificación(es) 658.83
MERCADEO
Materia(s) FUNDAMENTOS DE MERCADEO (03097); Investigación de mercados; Mercadeo;
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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Disponibilidad
CodBarras Localización Piso Signatura Estado Categoría
077131Biblioteca Universidad Icesi2658.83/M249m/2007DisponibleCol. General