Marketing research that won't break the bank : a practical guide to getting the information you need
著者
書誌事項
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
大学図書館所蔵 件 / 全7件
-
該当する所蔵館はありません
- すべての絞り込み条件を解除する
注記
"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
内容説明・目次
内容説明
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.
目次
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.
「Nielsen BookData」 より