Marketing research : an applied orientation
por Malhotra, Naresh K
.
Editor: EEUU : Pearson , 2010Edición: 6 Ed.Descripción: 937 Páginas.ISBN: 9780136085430.Tema(s): Administración de mercadeo | Planificación del mercadeo | Análisis de mercados | Planificación del mercadeo -- Casos de estudio | Programa de Negocios Internacionales | Programa de Administración de EmpresasRecursos en línea: Acceso online exclusivo para comunidad Unicoc.
Contenidos:
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.
| Tipo de ítem | Ubicación | Colección | Signatura topográfica | Número de copia | Estado | Fecha de vencimiento | Código de barras | Reserva de ejemplares |
|---|---|---|---|---|---|---|---|---|
 Libro electrónico |
Bogotá (Dr. David Ordóñez Rueda) - Campus Norte
Segundo piso
Campus Norte Biblioteca de la Institución Universitaria Colegios de Colombia |
Coleccion Online | 658.83 (Navegar estantería) | Ej. 1 | No para préstamo | Ebook10464 |
Reservas Totales: 0
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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