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Título: Marketing Research: An Applied Orientation. Study Guide And Technology Manual | |
| Autor: Malhotra, Naresh K. | Precio: $752.00 | |
| Editorial: Pearson/Prentice Hall | Año: 2009 | |
| Tema: Tecnologia, Novela Mexicana | Edición: 6ª | |
| Sinopsis | ISBN: 9780136085454 | |
| Marketing Research: An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions.
Introduction to Marketing Research; Defining the Marketing Research Problem and Developing an Approach; Research Design; Exploratory Research Design: Secondary Data; Exploratory Research Design: Qualitative Research; Descriptive Research design: Survey and Observation; Causal Research Design: Experimentation; Measurement and Scaling: Fundamentals and Comparative Scaling; Measurement and Scaling: Noncomparative Scaling Techniques; Questionnaire and Form Design; Sampling: Design and Procedures; Sampling: Final and Initial Sample Size Determination; Field Work; Data Preparation; Frequency Distribution, Cross-tabulation, and Hypothesis Testing; Analysis of Variance and Covariance; Correlation and Regression; Discriminant and Logit Analysis; Factor Analysis; Cluster Analysis; Multidimensional Scaling and Conjoint Analysis; Structural Equation Modeling and Path Analysis; Report Preparation and Presentation; International Marketing Research The comprehensive, practical, and balanced coverage presented in this text is ideal for readers that want an in-depth understanding of market research. |
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