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  • BUSINESS RESEARCH METHODS
    THEORY AND PRACTICE

  • ROSENDO RIOS, VERONICA
  • ESIC
  • 2013
  • 01 ed.
  • Colección: LIBROS PROFESIONALES DE EMPRESA

  • ISBN: 978-84-7356-966-8
  • EAN: 9788473569668

  • 314 páginas
  • RUSTICA

  • TEMA: EMPRESA


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COMENTARIO BIBLIOGRÁFICO


The Industrial Revolution favored the growth of supply, until its
surplus with regards to demand led to the paradigm shift from focusing
on the product ("a good product sells itself"), or production ("a
cheap product sells itself"), to the emphasis on customer
relationships ("understanding consumer needs through market
research"). Therefore, economic and technological development
facilitated the incorporation of the business research discipline into
the process of decision making -in the beginning- and business
intelligence processes -these days- in order to make well informed
decisions at lower economic risks (Méndez del Río, 2006).
Thus, this book provides managers and students alike, with a clear
analysis of business research methods, combining the knowledge,
understanding and skills necessary to complete a successful research
project.
Readers will learn from proven examples and case studies based on real
life situations, which complement theoretical concepts and clearly
illustrate how to do an appropriate market research. With each
chapter, the reader is guided through all the stages of a market
research process -from problem recognition to final report writing.
This book offers both a deep understanding and at the same time
permits judgment and analysis from a financial-audit perspective. It
reviews and develops easy-to-follow theoretical and practical concepts
in a simple, concise and clear structure that facilitate the
application of business research methods to a wide variety of business
sectors.
Contents
Introduction.- PART I: GATHERING THE DATA. Nature and Characteristics
of Marketing Research.- Marketing Research Organization and Planning.-
Sources and Tools of Market Research Data.- Measurement Scales and
Questionnaire.- Surveys.- Panels.- Marketing Experimental Research.-
Observation.- Qualitative Tools.- Theory and Practice of Sampling.-
Fieldwork.- PART II: ANALYSING THE DATA. Survey Code and Tabulation.-
Hypothesis Testing.- PART III: THE REPORT. The Report.- Figure Index.-
Table Index .