TY  - BOOK
AU  - Andreasen,Alan R.
AU  - Andreasen,Alan R.
ED  - Academy for Educational Development.
TI  - Marketing research that won't break the bank: a practical guide to getting the information you need 
T2  - The Jossey-Bass nonprofit and public management series
SN  - 0787964190 (alk. paper)
AV  - HF5415.2 .A486 2002
U1  - 658.8/3 21
PY  - 2002///
CY  - San Francisco
PB  - Jossey-Bass
KW  - Marketing research
N1  - "The second edition of Cheap but good marketing research."; "Prepared with the assistance of the Academy for Educational Development."; Includes bibliographical references (p. 261-268) and index; 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
N2  - "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
UR  - http://192.168.0.11/2006%20EBOOKS/Marketing%20Research-Practical%20Guide.pdf
ER  -