02305cam a2200349 a 4500 115136 115136 BJBSDDR 20230411090718.0 ta 090417s2010 njua b 001 0 eng 9780136027041 9780136027041 (OCoLC)ocn297146321 DLC DLC spa eng HF 5415.2 B967m 2010 658.8/3 22 Burns, Alvin C. Marketing research / Alvin C. Burns, Ronald F. Bush. 6th ed. Upper Saddle River, N.J. : Prentice Hall, 2010. xxvii, 669 p. : ill. (chiefly col.) ; 27 cm. Includes bibliographical references and indexes. Preface -- 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. For 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. SPSS for Windows. Investigación de mercados 16296 Mercadeo 798 Bush, Ronald F. 15564 7 cbc orignew 1 ecip 20 y-gencatlg lcc BK 0 0 0 0 CS BJB BJB CS 2021-04-06 0 HF 5415.2 B967m 2010 00000149952 2021-04-06 00:00:00 1 2021-04-06 BK