000			02305cam a2200349 a 4500
999			_c115136 _d115136
003			BJBSDDR
005			20230411090718.0
007			ta
008			090417s2010 njua b 001 0 eng
020			_a9780136027041
020			_a9780136027041
035			_a(OCoLC)ocn297146321
040			_aDLC _cDLC _bspa
041			_aeng
050	1	4	_aHF 5415.2 _bB967m 2010
082	0	0	_a658.8/3 _222
100	1		_aBurns, Alvin C.
245	1	0	_aMarketing research / _cAlvin C. Burns, Ronald F. Bush.
250			_a6th ed.
260			_aUpper Saddle River, N.J. : _bPrentice Hall, _c2010.
300			_axxvii, 669 p. : _bill. (chiefly col.) ; _c27 cm.
504			_aIncludes bibliographical references and indexes.
505			_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.
520			_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.
630	0	0	_aSPSS for Windows.
650		4	_aInvestigación de mercados _916296
650		4	_aMercadeo _9798
700	1		_aBush, Ronald F. _915564
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBK