TY  - BOOK
AU  - Wrenn,Bruce
AU  - Loudon, David L
AU  - Stevens,Robert E.
TI  - Marketing research: text and cases 
SN  - 0789009404 (hardcover : alk. paper)
AV  - HF 5415.2 W74.2002
PY  - 2002///
CY  - New York
PB  - Best Business Books
KW  - Marketing research
KW  - Mercadotecnia
KW  - Case studies
KW  - Estudio de casos
N1  - 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
N2  - 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
ER  -