000			02637nam a22003017a 4500
003			OSt
005			20250618170815.0
008			250618b2010 xxu||||| |||| 00| 0 eng d
020			_a 9780136085430
040			_c00001 _aUnicoc _bspa _d00003
082			_a658.83
100			_aMalhotra, Naresh K. _911080
245			_aMarketing research _b: an applied orientation _c /Naresh K. Malhotra
250			_a6 Ed.
260			_aEEUU : _bPearson , _c2010
300			_a937 Páginas.
505			_tPart I. Introduction and Early Phases of Marketing Research : _tChapter 1. Introduction to Marketing Research. -- _tChapter 2. Defining the Marketing Research Problem and Developing an Approach. -- _tPart II. Research Design Formulation. -- _tChapter 3. Research Design. -- _tChapter 4. Exploratory Research Design: Secondary Data. -- _tChapter 5. Exploratory Research Design: Qualitative Research. -- _tChapter 6. Descriptive Research Design: Survey and Observation. -- _tChapter 7. Causal Research Design: Experimentation. -- _tChapter 8. Measurement and Scaling: Fundamentals and Comparative Scaling. -- _tChapter 9. Measurement and Scaling: Noncomparative Scaling Techniques. -- _tChapter 10. Questionnaire and Form Design. -- _tChapter 11. Sampling: Design and Procedures. -- _tChapter 12. Sampling: Final and Initial Sample Size Determination. -- _tPart III. Data Collection, Preparation, Analysis, and Reporting . -- _tChapter 13. Fieldwork . -- _tChapter 14. Data Preparation. -- _tChapter 15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing. -- _tChapter 16. Analysis of Variance and Covariance. -- _tChapter 17. Correlation and Regression. -- _tChapter 18. Discriminant and Logit Analysis. -- _tChapter 19. Factor Analysis. -- _tChapter 20. Cluster Analysis. -- _tChapter 21. Multidimensional Scaling and Conjoint Analysis. -- _tChapter 22. Structural Equation Modeling and Path Analysis. -- _tChapter 23. Report Preparation and Presentation. -- _tChapter 24. International Marketing Research. -- _t Cases.
526			_5Unicoc
546			_aIngles
650		0	_aAdministración de mercadeo _96058
650		0	_aPlanificación del mercadeo _96057
650		0	_aAnálisis de mercados. _96934
650		0	_aPlanificación del mercadeo _96057 _vCasos de estudio
658		0	_98314 _aPrograma de Negocios Internacionales
658		0	_98382 _aPrograma de Administración de Empresas
856			_uhttps://unicoceduco-my.sharepoint.com/:b:/g/personal/direccionbiblioteca_unicoc_edu_co/EUr66ACa0epGtiTGgISawJUBGQAPxI6_bOg255_TINEebQ?e=Y8Dvo9 _yAcceso online exclusivo para comunidad Unicoc.
942			_2ddc _cEBOOK
999			_c10464 _d10464