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Malhotra, Naresh K.

Marketing research : an applied orientation /Naresh K. Malhotra - 6 Ed. - EEUU : Pearson , 2010 - 937 Páginas.

Part I. Introduction and Early Phases of Marketing Research : Chapter 1. Introduction to Marketing Research. -- Chapter 2. Defining the Marketing Research Problem and Developing an Approach. -- Part II. Research Design Formulation. -- Chapter 3. Research Design. -- Chapter 4. Exploratory Research Design: Secondary Data. -- Chapter 5. Exploratory Research Design: Qualitative Research. -- Chapter 6. Descriptive Research Design: Survey and Observation. -- Chapter 7. Causal Research Design: Experimentation. -- Chapter 8. Measurement and Scaling: Fundamentals and Comparative Scaling. -- Chapter 9. Measurement and Scaling: Noncomparative Scaling Techniques. -- Chapter 10. Questionnaire and Form Design. -- Chapter 11. Sampling: Design and Procedures. -- Chapter 12. Sampling: Final and Initial Sample Size Determination. -- Part III. Data Collection, Preparation, Analysis, and Reporting . -- Chapter 13. Fieldwork . -- Chapter 14. Data Preparation. -- Chapter 15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing. -- Chapter 16. Analysis of Variance and Covariance. -- Chapter 17. Correlation and Regression. -- Chapter 18. Discriminant and Logit Analysis. -- Chapter 19. Factor Analysis. -- Chapter 20. Cluster Analysis. -- Chapter 21. Multidimensional Scaling and Conjoint Analysis. -- Chapter 22. Structural Equation Modeling and Path Analysis. -- Chapter 23. Report Preparation and Presentation. -- Chapter 24. International Marketing Research. -- Cases.




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ISBN: 9780136085430

Subjects--Topical Terms:
Administración de mercadeo
Planificación del mercadeo
Análisis de mercados.
Planificación del mercadeo--Casos de estudio

Index Terms--Curriculum Objective:
Programa de Negocios Internacionales
Programa de Administración de Empresas

Dewey Class. No.: 658.83