Marketing research that won't break the bank : a practical guide to getting the information you need
Author(s)
Bibliographic Information
Marketing research that won't break the bank : a practical guide to getting the information you need
（The Jossey-Bass nonprofit and public management series）
Jossey-Bass, c2002
2nd ed
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Note
"The second edition of Cheap but good marketing reseach, prepared with the assistance of the Academy for Educational Development"
Includes bibliographical references (p. 261-268) and index
Description and Table of Contents
Description
Marketing research is vital to part of organizational effectiveness in today's highly competitive marketplace. But many managers in small businesses with limited budgets consider it out of reach. In Marketing Research That Won't Break the Bank, Alan Andreasen shows readers how to get the information they need to make smart, strategic decisions without spending a lot of money. The tools and techniques presented will help managers gain an in-depth understanding of their target market, competitors, and environment without stretching the organization's budget.
Table of Contents
Foreword (William A. Smith).
Preface.
Acknowledgments.
The Author.
Part One: Planning a Low-Cost Research Program.
1. Myths of Marketing Research.
2. Planning a Research Program.
3. Evaluating Individual Research Projects.
4. Backward Marketing Research.
Part Two: Alternative Low-Cost Research Techniques.
5. Using Available Data.
6. Systematic Observation.
7. Low-Cost Experimentation.
8. Low-Cost Survey Designs.
Part Three: Making Low-Cost Research Good Research.
9. Producing Valid Data.
10. All the Statistics You Need to Know (Initially).
Part Four: Organizing Low-Cost Research.
11. Organization and Implementation on a Shoestring.
Notes.
Recommended Reading.
Index.
by "Nielsen BookData"
