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

ISBN-10: 0787964190
ISBN-13: 9780787964191
Edition: 2nd 2002 (Revised)
List price: $32.95 Buy it from $3.00
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Description: Marketing research is vital to part of organizational effectiveness in today2s highly competitive marketplace. But many managers in small businesses with limited budgets consider it out of reach. In Marketing Research That Won2t Break the Bank, Alan  More...

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Book details

List price: $32.95
Edition: 2nd
Copyright year: 2002
Publisher: John Wiley & Sons, Incorporated
Publication date: 10/4/2002
Binding: Paperback
Pages: 304
Size: 6.50" wide x 9.50" long x 1.00" tall
Weight: 1.166
Language: English

Marketing research is vital to part of organizational effectiveness in today2s highly competitive marketplace. But many managers in small businesses with limited budgets consider it out of reach. In Marketing Research That Won2t 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 organization2s budget.

Alan Andreasen (Ph.D., M.S., Columbia University) is a professor in the McDonough School of Business at Georgetown University. His research interests include the application of marketing to nonprofit organizations, social marketing, and consumer behavior. Professor Andreasen is a member of several academic and professional associations and serves on the editorial boards of the Journal of Consumer Policy, the Journal of Consumer Research, Social Marketing Quarterly, and the Journal of Public Policy and Marketing. He is also past president of the Association for Consumer Research and is currently Interim Executive Director of the Social Marketing Institute. Professor Andreasen's publications include 16 books and over one hundred articles and conference papers. His most recent books are Ethics in Social Marketing [Georgetown University, 2001], Strategic Marketing in Nonprofit Organizations, 6th ed., (co-authored with Philip Kotler of Northwestern University) [PH, 2003], Marketing Research that Won't Break the Bank [Jossey-Bass, 2003] and Marketing Social Change [Jossey-Bass, 1995]. Professor Andreasen is a consultant to the World Bank, the American Cancer Society, the Centers for Disease Control and Prevention, Boys and Girls Clubs, and others. He also conducts executive seminars worldwide for a diversified set of non-profit and private sector organizations and several government agencies.

Foreword
Preface
Acknowledgments
The Author
Planning a Low-Cost Research Program
Myths of Marketing Research
Research Priests and the Low-Budget Manager
Moving Forward
Organization of the Book
Concluding Comments
Planning a Research Program
Framing the Research Problem
Looking for Opportunity
Research Planning
Serendipitous Research: Recognizing Research Opportunities as You Go
The Decision Opportunity
Evaluating Individual Research Projects
Setting Budgets
Decision-Based Research Budgeting
When to Resist Research
Backward Marketing Research
How Research Goes Wrong
Turning the Process on Its Head
Conclusion
Alternative Low-Cost Research Techniques
Using Available Data
Archives
Internal Archives
External Archives
Conclusion
Systematic Observation
Collecting Natural Observations
Controlling the Quality of Natural Observations
Low-Cost Experimentation
Experimental Design
Types of Experiments
Conclusion
Low-Cost Survey Designs
Survey Design
Low-Cost Sampling
Other Alternatives for Asking Questions
Making Low-Cost Research Good Research
Producing Valid Data
Nonquestion Sources of Error
Asking Questions
Questionnaire Design
All the Statistics You Need to Know (Initially)
Fear of Statistics
Input Data
Descriptive Statistics
Statistical Analysis
Other Multivariate Techniques
Organizing Low-Cost Research
Organization and Implementation on a Shoestring
Financial Assistance
Acquiring Knowledge
Acquiring Personnel
Acquiring Equipment
Notes
Recommended Reading
Index

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