Abstract
Gonzales-Arce's book describes step-by-step how a personal interview survey of 14,309 consumers was made in 30 urban areas of Mexico and what adaptations of existing techniques were required to fit the Mexican environment. The specialist will enjoy the methodology discussion, which is filled with all the right buzz words: two-stage area sampling, Likerttype scaling techniques, blindfold product testing, group interviews, analysis of variance, multiple discriminants, cluster and chi-square analysis, and so
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