Fundamentos y técnicas de investigación comercial

Synopsis of Fundamentos y técnicas de investigación comercial

This manual, in its thirteenth edition, is aimed at students, teachers, and business management professionals interested in commercial research from a strategic marketing perspective. Written in an accessible language and with real examples, the book focuses on the applications and interpretations of statistical methods, facilitating their use without the need to master the mathematical foundations. It covers methodologies, information gathering techniques (qualitative and quantitative), and information processing techniques, complemented by interactive downloadable material, PowerPoint presentations, a statistical program, and a database in SPSS format.