Marketing Research That Won't Break the Bank: A Practical Guide to Getting the Information You Need

ISBN-13: 9780787964191 / Angielski / Miękka / 2002 / 304 str.

Alan R. Andreasen; William A. Smith

Opis

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.

Spis treści

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.

O autorze

Alan R. Andreasen is professor of marketing at the McDonough School of Business at Georgetown University and executive director of the Social Marketing Institute. He is a past president of the Association for Consumer Research. Andreasen is the author or editor of numerous books, including Ethics and Social Marketing (2001), Strategic Marketing in Nonprofit Organizations (6th ed. with P. Kotler, 2003), and Marketing Social Change (Jossey–Bass, 1995).

Blurb

Renowned marketing expert Alan Andreasen offers an accessible, easy–to–use guide for those who want to use marketing research to make their organizations more effective but think they can′t afford it. Marketing Research That Won′t Break the Bank provides sound, practical advice on how to make the most of a small budget–– such as the kind small businesses and nonprofits so often face–– and make marketing research a viable option. It offers managers the hands–on, simple tools to conduct quality marketing research and get the information they need without spending a lot of money. Andreasen dispels the myths and misconceptions that keep managers from getting started and describes in a systematic fashion a wide variety of research techniques that are low cost but can provide crucial information and improve decision making and organizational effectiveness.
This easy–to–understand guide shows managers how to
∗ Plan a research program
∗ Evaluate individual research projects
∗ Design low–cost surveys
∗ Produce valid data
∗ Understand statistics
∗ Organize and implement on a shoestring
∗ And much, much more