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|a Los consumidores hablan, las marcas escuchan -- Planteamiento de una investigación de mercados -- Investigación cuantitativa -- Infoportunidad: sistemas de información o fuentes secundarias continuas. Caso de estudio: Colombia -- Investigación cualitativa -- Técnicas proyectivas en la investigación de mercados cualitativa -- La etnografía como metodología de investigación de mercados cualitativa -- Despliegue de la información -- E-research -- Investigación de mercados on-line -- La ética en la investigación de mercados -- Anexos: Sistemas y subsistemas de información de mercados -- Investigación de mercados -- Investigación y gerencia de mercardos
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