Fundamentos y técnicas de investigación comercial

Synopsis of Fundamentos y técnicas de investigación comercial

This 12th edition manual is aimed at students, teachers, and business management professionals interested in commercial research as an auxiliary science of strategic marketing. Written in an accessible language and with practical examples, the book focuses on the applications and interpretations of statistical methods, without delving into their mathematical foundations. It covers the obtaining of qualitative and quantitative information, questionnaire design, experimentation, sampling, and information processing techniques, both univariate and multivariate. It is complemented by downloadable material that includes PowerPoint presentations, a statistical program (INVESCOM©), and a database in SPSS® format on the consumption of Spanish households.