000			02744nam a22003257a 4500
003			OSt
005			20250618173305.0
008			250618b2017 xxu||||| |||| 00| 0 eng d
020			_a9781292103129
020			_a9781292103150
020			_a9781292211329
040			_c00001 _aUnicoc _bspa _d00003
082			_a658.83
100			_aMalhotra, Naresh K. _911080
245			_aMarketing research _ban applied approach _c/ Naresh K. Malhotra, Daniel Nunan, David F. Birks
250			_a5 ed.
260			_aEE.UU : _bPearson , _c2017
300			_a976 Páginas.
505			_tChapter 1. Introduction to marketing research. -- _tChapter 2. Defining the research problem and developing a research approach. -- _tChapter 3. Research design. -- _tChapter 4. Secondary data collection and analysis. -- _tChapter 5. Internal secondary data and analytics. -- _tChapter 6. Qualitative research: its nature and approaches. -- _tChapter 7. Qualitative research: focus group discussions. -- _tChapter 8. Qualitative research: in-depth interviewing and projective techniques. -- _tChapter 9. Qualitative research: data analysis. -- _tChapter 10. Survey and quantitative observation techniques. -- _tChapter 11. Causal research design: experimentation. -- _tChapter 12. Measurement and scaling: fundamentals, comparative and non-comparative scaling. -- _tChapter 13. Questionnaire design . -- _tChapter 14. Sampling: design and procedures. -- _tChapter 15. Sampling: determining sample size. -- _tChapter 16. Survey fieldwork. -- _tChapter 17. Social media research. -- _tChapter 18. Mobile research. -- _tChapter 19. Data integrity. -- _tChapter 20. Frequency distribution, cross-tabulation and hypothesis testing. -- _tChapter 21. Analysis of variance and covariance. -- _tChapter 22. Correlation and regression. -- _tChapter 23. Discriminant and logit analysis. -- _tChapter 24. Factor analysis. -- _tChapter 25. Cluster analysis. -- _tChapter 26. Multidimensional scaling and conjoint analysis. -- _tChapter 27. Structural equation modelling and path analysis. -- _tChapter 28. Communicating research findings. -- _tChapter 29. Business-to-business (b2b) marketing research. -- _tChapter 30. Research ethics.
526			_5Unicoc
546			_aIngles
650		0	_aAdministración de mercadeo _96058
650		0	_aPlanificación del mercadeo _96057
650		0	_aAnálisis de mercados. _96934
658		0	_98314 _aPrograma de Negocios Internacionales
700			_911943 _aNunan, Daniel
700			_911944 _aBirks, David F.
856			_uhttps://unicoceduco-my.sharepoint.com/:b:/g/personal/direccionbiblioteca_unicoc_edu_co/EfkVSJPgvr5Cknjizte8GDABH6AjiAuv7TCPUuKUEz3h4A?e=cdp5uh _yAcceso online exclusivo para comunidad Unicoc.
942			_2ddc _cEBOOK
999			_c10466 _d10466