000 | 02340nam a2200409 a 4500 | ||
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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 |
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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. |
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300 |
_axi, 395 p. : _bil., diagrs., gráficas ; _c23 cm. + _e1 disco óptico láser (4 3/4 plg.) |
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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. |
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650 | 4 |
_aMercadotecnia _vEstudio de casos |
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700 | _aLoudon, David L | ||
700 | 1 |
_aStevens, Robert E., _d1942- |
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905 | _a01 | ||
942 | 1 | _cNEWBFXC1 | |
999 |
_c507350 _d507350 |
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980 |
_851 _gRonald RUIZ |