The market research toolbox : a concise guide for beginners /
Guardado en:
| Autor principal: | |
|---|---|
| Formato: | Libro |
| Lenguaje: | Inglés |
| Publicado: |
Thousand Oaks, Calif. :
Sage Publications,
c1996.
|
| Materias: | |
| Acceso en línea: | Publisher description Table of contents only Contributor biographical information |
| Aporte de: | Registro referencial: Solicitar el recurso aquí |
| LEADER | 03125cam a2200385 a 4500 | ||
|---|---|---|---|
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| 005 | 20180327175034.0 | ||
| 008 | 950926s1996 caua b 001 0 eng | ||
| 010 | |a 95041753 | ||
| 015 | |a GB96-50279 | ||
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| 020 | |a 0803958560 (acid-free paper) | ||
| 020 | |a 9780803958562 (acid-free paper) | ||
| 020 | |a 0803958579 (pbk. : acid-free paper) | ||
| 020 | |a 9780803958579 (pbk. : acid-free paper) | ||
| 035 | |a (OCoLC)000058199 | ||
| 035 | |a (udesa)000058199USA01 | ||
| 035 | |a (OCoLC)33245188 |z (OCoLC)35135979 |z (OCoLC)60263062 | ||
| 035 | |a (OCoLC)990000581990204151 | ||
| 040 | |a DLC |b eng |c DLC |d UKM |d MUQ |d BAKER |d NLGGC |d UKV3G |d BTCTA |d YDXCP |d ZWZ |d DEBBG |d OCL |d EXW |d U@S | ||
| 049 | |a U@SA | ||
| 050 | 0 | 0 | |a HF5415.2 |b .M383 1996 |
| 082 | 0 | 0 | |a 658.8/3 |2 20 |
| 100 | 1 | |a McQuarrie, Edward F. | |
| 245 | 1 | 4 | |a The market research toolbox : |b a concise guide for beginners / |c Edward F. McQuarrie. |
| 260 | |a Thousand Oaks, Calif. : |b Sage Publications, |c c1996. | ||
| 300 | |a xviii, 154 p. : |b ill. ; |c 24 cm. | ||
| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |a Who Should Read This Book? -- Nature and Characteristics of Market Research -- Marketing Intelligence Versus Market Research Project -- Exploratory Versus Confirmatory Research -- Relationship of Business Strategy to Market Research -- Technological Innovation and Market Research -- Planning for Market Research -- Decision Problem to Research Question -- Types of Decision Problems : The Decision Cycle -- Matching Tools to Decisions -- Effective Application of Research Tools -- Do's and Don'ts -- Financial Planning for Market Research -- Secondary Research -- Procedure -- Strengths and Weaknesses -- Do's and Don'ts -- Search Techniques for Gathering Marketing Intelligence -- Summary: Search Strategy for Secondary Research -- Customer Visits -- Ad Hoc Visits for Marketing Intelligence -- | |
| 505 | 0 | |a Programmatic Visits for Market Research -- Cost -- Strengths and Weaknesses -- Do's and Don'ts -- The Focus Group -- Procedure -- Cost Factors -- Strengths and Weaknesses -- Do's and Don'ts -- Sampling -- Types of Samples -- Probability Sample or Nonprobability Sample? -- Why Nonprobability Samples? -- Qualitative Research and Judgment Samples -- The Importance of Understanding the Different Types of Samples -- Estimating the Required Sample Size -- Formula for Computing Sample Size -- Estimating the Variance for a Proportion -- Estimating the Variance for a Mean Value -- Sampling Reminders and Caveats -- Survey Research -- Procedure -- Conducting the Survey Yourself -- Cost Factors -- Strengths and Weaknesses -- Do's and Don'ts. | |
| 650 | 0 | |a Marketing research |x Methodology. | |
| 650 | 7 | |a Investigación de mercados |x Metodología. |2 UDESA | |
| 856 | 4 | 2 | |3 Publisher description |u http://catdir.loc.gov/catdir/enhancements/fy0655/95041753-d.html |
| 856 | 4 | 1 | |3 Table of contents only |u http://catdir.loc.gov/catdir/enhancements/fy0655/95041753-t.html |
| 856 | 4 | 2 | |3 Contributor biographical information |u http://catdir.loc.gov/catdir/enhancements/fy0734/95041753-b.html |