MARC details
| 000 -CABECERA |
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| campo de control de longitud fija |
03934nam a2200325Ia 4500 |
| 001 - NÚMERO DE CONTROL |
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| campo de control |
1705 |
| 008 - DATOS DE LONGITUD FIJA--INFORMACIÓN GENERAL |
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| campo de control de longitud fija |
230305s2012 xx 000 0 und d |
| 020 ## - NÚMERO INTERNACIONAL ESTÁNDAR DEL LIBRO |
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| Número Internacional Estándar del Libro |
9780273725855 |
| 040 ## - FUENTE DE LA CATALOGACIÓN |
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| Centro/agencia transcriptor |
TBS |
| 041 ## - CÓDIGO DE LENGUA |
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| Código de lengua del texto/banda sonora o título independiente |
eng |
| 043 ## - CÓDIGO DE ÁREA GEOGRÁFICA |
|---|
| Código de área geográfica |
en_UK |
| 245 #0 - MENCIÓN DE TÍTULO |
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| Título |
Marketing research |
| Resto del título |
: an applied approach |
| 250 ## - MENCIÓN DE EDICIÓN |
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| Mención de edición |
4th edition |
| 260 ## - PUBLICACIÓN, DISTRIBUCIÓN, ETC. |
|---|
| Nombre del editor, distribuidor, etc. |
Pearson Education, |
| Fecha de publicación, distribución, etc. |
2012 |
| 300 ## - DESCRIPCIÓN FÍSICA |
|---|
| Extensión |
xxxiii + 1.037 p. ; 26 cm |
| 505 ## - NOTA DE CONTENIDO CON FORMATO |
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| Nota de contenido con formato |
1. Introduction to marketing research - 2. Defining the marketing research problem and developing a research approach - 3. Research design - 4. Secondary data collection and analysis - 5. Internal secondary data and the use of databases - 6. Qualitative research: its nature and approaches - 7. Qualitative research: focus group discussions - 8. Qualitative research: in-depth interviewing and projective techniques - 9. Qualittiave research: data analysis - 10. Survey and quantitative observation techniques - 11. Causal research design: experimentation - 12. Measurement and scaling: fundamentals, comparative and non-comparative scaling - 13. Questionnaire design - 14. Sampling: design and procedures - 15. Sampling: final and initial sample size determination - 16. Survey fieldwork - 17. Data integrity - 18. Frequency distribution, cross-tabulation and hypothesis testing - 19. Analysis of variance and covariance - 20. Correlation and regression - 21. Discriminant and logit analysis - 22. Factor analysis - 23. Cluster analysis - 24. Multidimensional scaling and conjoint analysis - 25. Structural equation modelling and path analysis - 26. Report preparation and presentation - 27. International marketing research - 28. Business-to-business (b2b) marketing research. |
| 520 ## - SUMARIO, ETC. |
|---|
| Sumario, etc. |
Working as a marketing researcher is an intellectually stimulating, engaging and creative occupation. Malhotra and Birks have long been regarded as offering the most applied, comprehensive and authoritative commentary on European Marketing Research, helping students to build a clear understanding of how to: diagnose and direct research questions that will support marketing decision making; appreciate what excellent research design means; utilise data collection techniques; qualitative and quantitative methods and forms of analysis; manage the ethical dilemmas and social and cultural issues faced by researchers in today's global, online world; integrate new developments in social media research with traditional marketing research methods. Marketing Research offers clear explanation and discussion of concepts, a wealth of European and international case material and provides both student versions of SNAP and NVivo software, video cases and many other enhanced online resources, on the book's companion website at www.pearsoned.co.uk/malhotra_euro. This fourth edition addresses the challenges and opportunities faced by the marketing research profession from digital and social media developments. It illustrates how researchers are changing existing research techniques and developing new techniques. Detailed insight into these issues has been supported with the addition of a new co-author, Peter Wills. Working as a marketing researcher is an intellectually stimulating, engaging and creative occupation. Malhotra and Birks have long been regarded as offering the most applied, comprehensive and authoritative commentary on European Marketing Research. |
| 526 ## - NOTA DE INFORMACIÓN SOBRE EL PROGRAMA DE ESTUDIO |
|---|
| Nombre del programa |
Bibliography from M1 Market Intelligence |
| 630 ## - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÍTULO UNIFORME |
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| Título uniforme |
HF COMMERCE |
| 9 (RLIN) |
14 |
| 650 #0 - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
|---|
| Término de materia o nombre geográfico como elemento de entrada |
Marketing research |
| 9 (RLIN) |
1465 |
| 650 ## - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
|---|
| Término de materia o nombre geográfico como elemento de entrada |
Marketing research |
| Subdivisión general |
Methodology |
| 9 (RLIN) |
8379 |
| 653 ## - TÉRMINO DE INDIZACIÓN--NO CONTROLADO |
|---|
| Término no controlado |
Bibliography M1 - CO Marketing: Market Intelligence |
| 700 ## - ENTRADA AGREGADA--NOMBRE PERSONAL |
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| Nombre de persona |
Wills, Peter, |
| Término indicativo de función/relación |
Author |
| 700 ## - ENTRADA AGREGADA--NOMBRE PERSONAL |
|---|
| Nombre de persona |
Malhotra, Naresh |
| Término indicativo de función/relación |
Author |
| 9 (RLIN) |
2313 |
| 700 ## - ENTRADA AGREGADA--NOMBRE PERSONAL |
|---|
| Nombre de persona |
Birks, David F., |
| Término indicativo de función/relación |
Author |
| 902 ## - ELEMENTOS DE DATOS B LOCAL, LDB (RLIN) |
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| a |
352 |
| 905 ## - ELEMENTOS DE DATOS E LOCAL, LDE (RLIN) |
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| a |
m |
| 942 ## - ELEMENTOS DE ENTRADA AGREGADA (KOHA) |
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| Código de la institución [OBSOLETO] |
1 |
| Fuente del sistema de clasificación o colocación |
Clasificación Decimal Dewey |
