Marketing research an applied approach
por Malhotra, Naresh K
; Nunan, Daniel; Birks, David F.
Editor: EE.UU : Pearson , 2017Edición: 5 ed.Descripción: 976 Páginas.ISBN: 9781292103129; 9781292103150; 9781292211329.Tema(s): Administración de mercadeo | Planificación del mercadeo | Análisis de mercados | Programa de Negocios InternacionalesRecursos en línea: Acceso online exclusivo para comunidad Unicoc.
Contenidos:
Chapter 1. Introduction to marketing research. -- Chapter 2. Defining the research problem and developing a research approach. -- Chapter 3. Research design. -- Chapter 4. Secondary data collection and analysis. -- Chapter 5. Internal secondary data and analytics. -- Chapter 6. Qualitative research: its nature and approaches. -- Chapter 7. Qualitative research: focus group discussions. -- Chapter 8. Qualitative research: in-depth interviewing and projective techniques. -- Chapter 9. Qualitative research: data analysis. -- Chapter 10. Survey and quantitative observation techniques. -- Chapter 11. Causal research design: experimentation. -- Chapter 12. Measurement and scaling: fundamentals, comparative and non-comparative scaling. -- Chapter 13. Questionnaire design . -- Chapter 14. Sampling: design and procedures. -- Chapter 15. Sampling: determining sample size. -- Chapter 16. Survey fieldwork. -- Chapter 17. Social media research. -- Chapter 18. Mobile research. -- Chapter 19. Data integrity. -- Chapter 20. Frequency distribution, cross-tabulation and hypothesis testing. -- Chapter 21. Analysis of variance and covariance. -- Chapter 22. Correlation and regression. -- Chapter 23. Discriminant and logit analysis. -- Chapter 24. Factor analysis. -- Chapter 25. Cluster analysis. -- Chapter 26. Multidimensional scaling and conjoint analysis. -- Chapter 27. Structural equation modelling and path analysis. -- Chapter 28. Communicating research findings. -- Chapter 29. Business-to-business (b2b) marketing research. -- Chapter 30. Research ethics.
| 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 | Ebook10466 |
Reservas Totales: 0
Navegando Bogotá (Dr. David Ordóñez Rueda) - Campus Norte Estantes , Ubicación: Segundo piso Cerrar el navegador de estanterías
| 658.83 Investigación de mercados | 658.83 Marketing research | 658.83 Marketing research | 658.83 Marketing research |
Chapter 1. Introduction to marketing research. -- Chapter 2. Defining the research problem and developing a research approach. -- Chapter 3. Research design. -- Chapter 4. Secondary data collection and analysis. -- Chapter 5. Internal secondary data and analytics. -- Chapter 6. Qualitative research: its nature and approaches. -- Chapter 7. Qualitative research: focus group discussions. -- Chapter 8. Qualitative research: in-depth interviewing and projective techniques. -- Chapter 9. Qualitative research: data analysis. -- Chapter 10. Survey and quantitative observation techniques. -- Chapter 11. Causal research design: experimentation. -- Chapter 12. Measurement and scaling: fundamentals, comparative and non-comparative scaling. -- Chapter 13. Questionnaire design . -- Chapter 14. Sampling: design and procedures. -- Chapter 15. Sampling: determining sample size. -- Chapter 16. Survey fieldwork. -- Chapter 17. Social media research. -- Chapter 18. Mobile research. -- Chapter 19. Data integrity. -- Chapter 20. Frequency distribution, cross-tabulation and hypothesis testing. -- Chapter 21. Analysis of variance and covariance. -- Chapter 22. Correlation and regression. -- Chapter 23. Discriminant and logit analysis. -- Chapter 24. Factor analysis. -- Chapter 25. Cluster analysis. -- Chapter 26. Multidimensional scaling and conjoint analysis. -- Chapter 27. Structural equation modelling and path analysis. -- Chapter 28. Communicating research findings. -- Chapter 29. Business-to-business (b2b) marketing research. -- Chapter 30. Research ethics.
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