| Description |
xxv, 277 pages : illustrations ; 24 cm |
| Series |
The Jossey-Bass nonprofit and public management series |
|
Jossey-Bass nonprofit and public management series.
|
| Contents |
Foreword / William A. Smith -- Pt. 1. 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 -- Pt. 2. Alternative Low-Cost Research Techniques -- 5. Using Available Data -- 6. Systematic Observation -- 7. Low-Cost Experimentation -- 8. Low-Cost Survey Designs -- Pt. 3. Making Low-Cost Research Good Research -- 9. Producing Valid Data -- 10. All the Statistics You Need to Know (Initially) -- Pt. 4. Organizing Low-Cost Research -- 11. Organization and Implementation on a Shoestring |
| Summary |
"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." "Marketing Research That Won't Break the Bank shows that research need not be expensive, overly complex, or involve complicated statistics to be extremely helpful to managers in a wide range of organizations. Andreasen demystifies marketing research in an accessible, readable, and easy-to-use way, sweeping away the misconceptions that keep managers from doing marketing research and motivating them to get started. He offers a basic approach that assures that any research done is actually needed and useful to the manager and describes a variety of low-cost research techniques that can provide management with crucial market insights and improve decision making. Andreasen offers insights on how to use the Web, conduct low-cost surveys and focus groups, make astute observations of customers and competitors, use simple experiments to test tactics and strategies, create internal records that yield maximum creative insight, and more."--BOOK JACKET. / Roy J. L |
| Notes |
"The second edition of Cheap but good marketing research." |
| Bibliography |
Includes bibliographical references (pages 261-268) and index |
| Issuing Body |
"Prepared with the assistance of the Academy for Educational Development." |
| Subject |
Marketing research.
|
| Author |
Andreasen, Alan R., 1934-
Cheap but good marketing research
|
|
Academy for Educational Development.
|
| LC no. |
2002010335 |
| ISBN |
0787964190 |
|
