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Marketing research : text and cases /
| Autor principal: | |
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| Outros Autores: | , |
| Formato: | Printed Book |
| Publicado em: |
New York :
Best Business Books,
2007.
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| Edição: | 2nd ed. |
| Assuntos: | |
| Acesso em linha: | http://www.amazon.com/Marketing-Research-Text-Cases-Second/dp/0789027461#reader_0789027461 |
Sumário:
- Introduction to marketing research
- Research designs for management decision making
- Secondary data
- Primary data collection
- Measurement
- Designing the data-gathering instrument
- Sampling methods and sample size
- Fielding the data-gathering instrument
- Analyzing and interpreting data for decisions
- Advanced data analysis
- The research report.