by Ildefonso Grande Esteban, Elena Abascal Fernández · ESIC Editorial · tapa blanda · ISBN 9788473563659
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«Fundamentos y técnicas de investigación comercial» is the manual by Ildefonso Grande Esteban and Elena Abascal Fernández, from ESIC Editorial in paperback.
Manual on commercial research as an auxiliary science of strategic marketing. It presents the methodology, information-gathering techniques (qualitative and quantitative, surveys, panels, sampling) and univariate and multivariate data processing, with real examples. Includes a CD with statistical software and practical cases.
Seventh updated edition, published in 2003. 432 pages. The CD-ROM includes presentations of the eleven chapters, a statistical program and an SPSS database with data from 5,000 anonymous households.
For students, teachers and business management professionals who want to start or deepen their knowledge of commercial research.
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