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Power notes contemporary marketing research

Por: McDaniel, Carl.
Colaborador(es): Gates, Roger [coaut.].
Tipo de material: materialTypeLabelLibroMéxico : South- Western College Publishing 1999Edición: 4.Descripción: 204 P.ISBN: 0-324-00349-8.Tema(s): Análisis de mercadeo | Mercadeo -- InvestigacionesClasificación CDD: 658.8 M141
Contenidos:
The Role of Marketing Research in Management Decision Making -- Marketing Research Suppliers and Marketing Research Users -- The Marketing Research Process -- Secondary data, Databases, the Internet and Decision Support Systems -- Qualitative Research -- Primary Data Collection: Survey Research -- Primary data Collection: Observation -- Primary Data Collection: Experimentation -- Understanding Measurement -- Using Measurement Scales to Build Marketing Effectiveness -- Questionnaire Design -- Basic Sampling Issues -- Sample Size Determination -- data Processing and Fundamental data Analysis -- Data Analysis: Statistical Testing of Differences -- Data Analysis: Bivariate Correlation and Regression -- Multivariate Data Analysis -- Communicating The Research Results -- Managing Marketing Research and Research Ethics -- Competitive Intelligence -- Marketing Research in Practice
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Libro Libro Sala principal de colecciones - Primer piso - Medellín General 658.8 M141 (Navegar estantería) Ejemplar 1 Disponible 50009

The Role of Marketing Research in Management Decision Making -- Marketing Research Suppliers and Marketing Research Users -- The Marketing Research Process -- Secondary data, Databases, the Internet and Decision Support Systems -- Qualitative Research -- Primary Data Collection: Survey Research -- Primary data Collection: Observation -- Primary Data Collection: Experimentation -- Understanding Measurement -- Using Measurement Scales to Build Marketing Effectiveness -- Questionnaire Design -- Basic Sampling Issues -- Sample Size Determination -- data Processing and Fundamental data Analysis -- Data Analysis: Statistical Testing of Differences -- Data Analysis: Bivariate Correlation and Regression -- Multivariate Data Analysis -- Communicating The Research Results -- Managing Marketing Research and Research Ethics -- Competitive Intelligence -- Marketing Research in Practice

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