000			02605cam a22003498a 4500
999			_c44674 _d44674
003			BJBSDDR
005			20230410115619.0
007			ta
008			021030s2004 nju b 001 0 eng
020			_a0130337161
020			_a9780130337160
040			_aDLC _cDLC _bspa
041			_aspa
042			_apcc
050	1	4	_aHF 5415.2 _bM249m 2004
082	0	0	_a658.8/3 _221
100	1		_aMalhotra, Naresh K.
245	1	0	_aMarketing research : _ban applied orientation / _cNaresh K. Malhotra.
250			_a4th ed.
260			_aUpper Saddle River, N.J. : _bPrentice Hall, _c2004.
300			_axxix, [782] pages : _billustrations ; _c29 cm + _e1 CD-ROM (4 3/4 in.)
504			_aIncludes bibliographical references and indexes.
505			_aCh. 1. Introduction to Marketing Research -- Ch. 2. Defining the Marketing Research Problem and Developing an Approach -- Ch. 3. Research Design -- Ch. 4. Exploratory Research Design: Secondary Data -- Ch. 5. Exploratory Research Design: Qualitative Research -- Ch. 6. Descriptive Research Design: Survey and Observation -- Ch. 7. Causal Research Design: Experimentation -- Ch. 8. Measurement and Scaling: Fundamentals and Comparative Scaling -- Ch. 9. Measurement and Scaling: Noncomparative Scaling Techniques -- Ch. 10. Questionnaire and Form Design -- Ch. 11. Sampling: Design and Procedures -- Ch. 12. Sampling: Final and Initial Sample Size Determination -- Ch. 13. Fieldwork -- Ch. 14. Data Preparation -- Ch. 15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing -- Ch. 16. Analysis of Variance and Covariance -- Ch. 17. Correlation and Regression -- Ch. 18. Discriminant Analysis -- Ch. 19. Factor Analysis -- Ch. 20. Cluster Analysis -- Ch. 21. Multidimensional Scaling and Conjoint Analysis -- Ch. 22. Report Preparation and Presentation -- Ch. 23. International Marketing Research -- App. Statistical Tables.
520			_aFor upper-level undergraduate and MBA courses in Marketing Research and Marketing Data Analysis. This graduate marketing research text presents a comprehensive look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material.
650		0	_aMarketing research.
650		0	_aMarketing research _xMethodology.
650		4	_aMercadeo _xInvestigaciones _93960
650		4	_aAdministración de mercadeo _xInvestigaciones _914439
906			_a7 _bcbc _corignew _d1 _eocip _f20 _gy-gencatlg
942			_2lcc _cBK