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|a Báez y Pérez de Tudela, Juan
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|a Investigación cualitativa /
|c Juan Báez y Pérez de Tudela.
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|a 2a. edición revisada y actualizada
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|a México, D. F. :
|b ESIC Editorial,
|c c2012.
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|a 401 páginas :
|b ilustraciones ;
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|a Bibliografía: páginas 379-401
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|a El contexto: Introducción a la investigación comercial cualitativa -- Evolución de la investigación cualitativa -- Método y ciencia -- Las técnicas: La entrevista -- El grupo -- Observación, pseudocompra y compra misteriosa -- Otras técnicas cualitativas -- Del diseño de la investigación al informe de resultados. El diseño de la investigación -- El análisis -- Los paradigmas de análisis: Las palabras -- Los hechos -- La cración del analista -- El valor de la investigación: evaluación -- La consultoría: La consultoría para el cambio en las organizaciones
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