000 02340nam a2200409 a 4500
001 000538399
003 OCoLC
005 20240105145951.0
008 090826s2002 nyuad rb 001 0 eng d
010 _a 2001035947
020 _a0789009404 (hardcover : alk. paper)
020 _a9780789009401 (hardcover : alk. paper)
020 _a0789015900 (alk. paper)
020 _a9780789015907 (alk. paper)
035 _a348235
040 _aDLC
_bspa
_cDLC
_dUIASF
050 4 _aHF 5415.2
_bW74.2002
100 1 _aWrenn, Bruce
245 1 0 _aMarketing research :
_btext and cases /
_cBruce Wrenn, Robert Stevens, David Loudon.
260 _aNew York :
_bBest Business Books,
_c2002.
300 _axi, 395 p. :
_bil., diagrs., gráficas ;
_c23 cm. +
_e1 disco óptico láser (4 3/4 plg.)
504 _aIncluye referencias bibliográficas (p. 379-383) e índice.
505 0 _aIntroduction 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.
520 _aThis 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.
544 _aSolicitar el disco en el mostrador de Colecciones Especiales.
650 0 _aMarketing research
650 4 _aMercadotecnia
650 0 _aMarketing research
_xCase studies.
650 4 _aMercadotecnia
_vEstudio de casos
700 _aLoudon, David L
700 1 _aStevens, Robert E.,
_d1942-
905 _a01
942 1 _cNEWBFXC1
999 _c507350
_d507350
980 _851
_gRonald RUIZ