Fundamentos y técnicas de investigación comercial

Synopsis of Fundamentos y técnicas de investigación comercial

«Fundamentos y técnicas de investigación comercial» is the manual by Ildefonso Grande Esteban and Elena Abascal Fernández, published by ESIC Editorial in paperback.

Manual presenting commercial research as an auxiliary science of strategic marketing. It covers methodology, information-gathering techniques (qualitative and quantitative) and data processing (univariate and multivariate), focusing on the application and interpretation of statistical methods without delving into their mathematical basis.

Published in 2006 within the Libros profesionales collection. Includes an interactive CD with presentations, statistical software, practical cases and a database in SPSS format.

Aimed at students, teachers and business management professionals who wish to start or deepen their knowledge of commercial research.