TY  - BOOK
AU  - Rosendo Ríos, Verónica
AU  - Pérez del Campo, Enrique
TI  - Business research methods: theory and practice / 
SN  - 9788473569668
U1  - 658.0072 
PY  - 2013///
CY  - Madrid : 
PB  - ESIC Editorial, 
KW  - Investigación de mercadeo
KW  - Administración de empresas
KW  - Métodos de investigación
KW  - Negocios
N1  - Referencias al final de los capítulos; Nature and characteristics of marketing research -- Marketing research organization and planning -- Soures and tools of market research data -- Measurement scales and questionnaire -- Surveys -- Panels -- Marketing experimental research -- Observatio -- Qualitative tools -- Theory and practice of sampling -- Fieldwork -- Survey code and tabulation -- Hypothesis testing -- The report
ER  -