Catálogo bibliográfico
Bibliographic catalog
| Item type | Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| Book | Biblioteca Universidade Europeia (QBN) | 658.8.012.1 MLH | Available | 9840 |
Table of contents
Part I - Introduction and Early Phases of Marketing Research
1. Introduction to Marketing Research
2. Defining the Marketing Research Problem and Developing an Approach
Part II - Research Design Formulation
3. Research Design
4. Exploratory Research Design: Secondary and Syndicated Data
5. Exploratory Research Design: Qualitative Research
6. Exploratory Research Design: Survey and Observation
7. Causal Research Design: Experimentation
8. Measurement and Scaling: Fundamentals and Comparative Scaling
9. Measurement and Scaling: Noncomparative Scaling Techniques
10. Questionnaire and Form Design
11. Sampling: Design and Procedures
12. Sampling: Final and Initial Sample Size Determination
Part III - Data Collection, Preparation, Analysis, and Reporting
13. Fieldwork
14. Data Preparation
15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
16. Analysis of Variance and Covariance
17. Correlation and Regression
18. Discriminant and Logit Analysis
19. Factor Analysis
20. Cluster Analysis
21. Multidimensional Scaling and Conjoint Analysis
22. Structural Equation Modeling and Path Analysis
23. Report Preparation and Presentation
Cases
Running Case with Real Data
Comprehensive Critical Thinking Cases
Data Analysis Cases with Real Data
Comprehensive Cases with Real Data
Comprehensive Harvard Business School Cases
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