by Pilar Caballero Sánchez de Puerta · Ediciones Paraninfo, S.A · tapa blanda · ISBN 9788428397490
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«Investigación y recogida de información de mercados» is the market research manual by Pilar Caballero Sánchez de Puerta (paperback, 162 pages).
Explains how to identify internal and external, primary and secondary information sources, and apply data collection techniques according to the objectives of the Market Information System (SIM). It also teaches how to develop fieldwork plans to obtain primary information through surveys. Includes self-assessment activities.
Belongs to the Comercio y Marketing collection. Develops UF 1780, of MF 1007_3, transversal to the COMM0110 and COMM0112 certificates. First edition published in 2016.
Aimed at marketing, commerce and sales management students and professionals, and at those following training pathways in commercial research.
