State of the art marketing research [Material Impreso] / A. B. Blankenship, George Edward Breen, Alan Dutka
Datos de publicación: Chicago: NTC Business Books, c1998Edición: 2nd.edDescripción: x, 454 p. 24 x 19 cm. IMPRESOISBN: 978-0-8442-3443-4Tema(s): ANÁLISIS DE DATOS | INVESTIGACION DE MERCADOS | SEGMENTACION | FOCUS GROUPS | MUESTREO | RECOPILACION DE DATOS | BASES DE DATOS | CUESTIONARIOSResumen: Contiene: I. Data collection and research systems. 1. What is state of the art marketing research?. 2. Basic methods of gathering information. 3. Two basic research systems. II. Building the research study. 4. Defining the marketing problem. 5. Preparing the research plan. 6. Using outside assistance. 7. Collecting primary data. 8. Selecting the sampling methods. 9. Developing the questionnaire. 10. Using focus groups. 11. Summarizing results. 12. Presenting research results. III. Applying marketing research to marketing problems. 13. New-product introductions. 14. Specialized marketing research applications. 15. Market segmentation. 16. Integrating database technology and marketing research. 17. Measuring advertising effectiveness and media audience. 18. Global marketing research. 19. Samples of questionnaires.| Tipo de ítem | Biblioteca de origen | Signatura topográfica | Estado | Fecha de vencimiento | Código de barras | |
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Libro Sala
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Pocitos | 658.831 BLA | Disponible | P25520 |
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Contiene: I. Data collection and research systems. 1. What is state of the art marketing research?. 2. Basic methods of gathering information. 3. Two basic research systems. II. Building the research study. 4. Defining the marketing problem. 5. Preparing the research plan. 6. Using outside assistance. 7. Collecting primary data. 8. Selecting the sampling methods. 9. Developing the questionnaire. 10. Using focus groups. 11. Summarizing results. 12. Presenting research results. III. Applying marketing research to marketing problems. 13. New-product introductions. 14. Specialized marketing research applications. 15. Market segmentation. 16. Integrating database technology and marketing research. 17. Measuring advertising effectiveness and media audience. 18. Global marketing research. 19. Samples of questionnaires.
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