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Marketing research : text and cases / Bruce Wrenn, Robert Stevens, David Loudon.

Por: Colaborador(es): Tipo de material: TextoTextoDetalles de publicación: New York : Best Business Books, 2002.Descripción: xi, 395 p. : il., diagrs., gráficas ; 23 cm. + 1 disco óptico láser (4 3/4 plg.)ISBN:
  • 0789009404 (hardcover : alk. paper)
  • 9780789009401 (hardcover : alk. paper)
  • 0789015900 (alk. paper)
  • 9780789015907 (alk. paper)
Tema(s): Clasificación LoC:
  • HF 5415.2 W74.2002
Contenidos:
Introduction to marketing research -- Research designs for management decision making -- Secondary data -- Primary data collection -- Measurement -- Designing the data-gathering instrument -- Sampling methods and sample size -- Fielding the data-gathering instrument -- Introduction to data analysis -- Advanced data analysis -- The research report.
Resumen: This step-by-step textbook shows students how to design, conduct, and interpret market research. Marketing research: text and cases covers the full range of this topic from the difference between strategic and tactical decisions to choosing the proper research design and on to advice on successfully presenting results. Marketing research provides clear explanations of complex issues, including the interpretation of statistics. Its charts, graphs, figures, sample questionnaires, and case studies make important points easier to grasp. The practice cases (including an SPSS data disk) offer engaging real-world problems that test the student's research and analysis skills.
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Existencias
Tipo de ítem Biblioteca actual Colección Signatura topográfica Copia número Estado Fecha de vencimiento Código de barras
Libros Biblioteca Francisco Xavier Clavigero Acervo Acervo General HF 5415.2 W74.2002 (Navegar estantería(Abre debajo)) ej. 1 Disponible UIA021902
Material complementario Biblioteca Francisco Xavier Clavigero Hemeroteca Acervo General HF 5415.2 W74.2002 (Navegar estantería(Abre debajo)) disco óptico, ej. 1 Disponible UIA020731

Incluye referencias bibliográficas (p. 379-383) e índice.

Introduction to marketing research -- Research designs for management decision making -- Secondary data -- Primary data collection -- Measurement -- Designing the data-gathering instrument -- Sampling methods and sample size -- Fielding the data-gathering instrument -- Introduction to data analysis -- Advanced data analysis -- The research report.

This step-by-step textbook shows students how to design, conduct, and interpret market research. Marketing research: text and cases covers the full range of this topic from the difference between strategic and tactical decisions to choosing the proper research design and on to advice on successfully presenting results. Marketing research provides clear explanations of complex issues, including the interpretation of statistics. Its charts, graphs, figures, sample questionnaires, and case studies make important points easier to grasp. The practice cases (including an SPSS data disk) offer engaging real-world problems that test the student's research and analysis skills.

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