TY  - BOOK
AU  - Burns,Alvin C.
AU  - Bush,Ronald F.
TI  - Marketing research
SN  - 9780273768517
U1  - 658.83 
PY  - 2014///
CY  - Boston
PB  - Pearson
KW  - Diseños de investigación en mercadeo
KW  - Encuestas e investigación
KW  - Análisis de mercadeo
KW  - Investigación de mercadeo
N1  - Disponible Kindle; Introduction to Marketing Research ; Marketing Research Is Part of Marketing ; The Philosophy of the Marketing Concept Guides Managers' Decisions ; The "Right" Marketing Strategy  ; What Is Marketing Research? ; Is It Marketing Research or Market Research? ; The Function of Marketing Research ; What Are the Uses of Marketing Research? ; Identifying Market Opportunities and Problems  ; Generate, Refine, and Evaluate Potential Marketing Actions ; Selecting Target Markets ; Product Research ; Pricing Research ; Promotion Research ; Distribution Research
N2  - Directed primarily toward undergraduate marketing college/university majors, this text also provides practical content to current and aspiring industry professionals. Marketing Research gives readers a "nuts and bolts" understanding of marketing research and provides them with extensive information on how to use it. This text provides the fundamentals of the statistical procedures used to analyze data without dwelling on the more complex and intricate concepts
ER  -