02048cam a2200301 a 4500003000800000005001700008007000300025008004100028020001800069020001800087035002400105040001900129041000900148050002700157082001600184100002000200245005800220250001200278260005400290300005100344504005300395505101900448520019201467630002201659650003201681650001301713700002001726BJBSDDR20230411090718.0ta090417s2010 njua b 001 0 eng  a9780136027041 a9780136027041 a(OCoLC)ocn297146321 aDLCcDLCbspa  aeng 14aHF 5415.2 bB967m 201000a658.8/32221 aBurns, Alvin C.10aMarketing research /cAlvin C. Burns, Ronald F. Bush. a6th ed. aUpper Saddle River, N.J. :bPrentice Hall,c2010. axxvii, 669 p. :bill. (chiefly col.) ;c27 cm. aIncludes bibliographical references and indexes. aPreface -- Ch. 1. The Nature of Marketing Research -- Ch. 2. The Industry: Structure, Evaluation, and Ethics -- Ch. 3. The Marketing Research Process -- Ch. 4. Defining the Problem and Determining Research Objectives -- Ch. 5. Research Design -- Ch. 6. Secondary Data Sources -- Ch. 7. Syndicated Services -- Ch. 8. Observation, Focus Groups, and Other Qualitative Methods -- Ch. 9. Survey Data Collection Methods -- Ch. 10. Measurement in Marketing Research -- Ch. 11. Designing Data Collection Forms -- Ch. 12. Determining the Sample Plan -- Ch. 13. Determining the Size of a Sample -- Ch. 14. Data Collection in the Field, Nonresponse Error, and Questionnaire Screening -- Ch. 15. Basic Data Analysis: Descriptive Statistics -- Ch. 16. Inferring Sample Findings to the Population and Testing for Differences -- Ch. 17. Determining and Interpreting Associations between Two Variables -- Ch. 18. Predictive Analysis in Marketing Research -- Ch. 19. Presenting the Research Results -- Endnotes -- Credits -- Index. aFor the undergraduate Marketing Research course. Marketing Research is the global leader in marketing research because it demonstrates how to use statistical tools in an intuitive manner.00aSPSS for Windows. 4aInvestigacioĢn de mercados 4aMercadeo1 aBush, Ronald F.