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Marketing research that won't break the bank : a practical guide to getting the information you need by Alan R. Andreasen

By: Andreasen, Alan R.
Publisher: San Francisco, USA Jossey Bass 2002Edition: 2nd ed.Description: 257 p.ISBN: 0787964190.Subject(s): MARKETING | MARKET RESEARCH | MARKETING
Contents:
PLANNING A LOW-COST RESEARCH PROGRAM: Myths of marketing research ; Planning a research program ; Evaluating individual research projects ; Backward marketing research ; ALTERNATIVE LOW-COST RESEARCH TECHNIQUES: Using available data ; Systematic observation ; Low-cost experimentation ; Low-cost survey designs ; MAKING LOW-COST RESEARCH GOOD RESEARCH: Producing valid data ; All the statistics you need to know (initially) ; ORGANIZING LOW-COST RESEARCH: Organization and implementation on a shoestring
Summary: Offers a basic approach to assure market research both needed by, and useful to, managers. Describes a variety of low-cost research techniques that can provide managers with market insights and aid decision making. Covers using the Web, conducting low-cost surveys and focus groups, observing customers and competitors, using simple experiments to test tactics and strategies, and creating internal records to maximise creative insight.
Item type Home library Call number Status Date due Item reserves
Book Book New Zealand
224 MAR 2ed (Browse shelf) Available
Total holds: 0

PLANNING A LOW-COST RESEARCH PROGRAM: Myths of marketing research ; Planning a research program ; Evaluating individual research projects ; Backward marketing research ; ALTERNATIVE LOW-COST RESEARCH TECHNIQUES: Using available data ; Systematic observation ; Low-cost experimentation ; Low-cost survey designs ; MAKING LOW-COST RESEARCH GOOD RESEARCH: Producing valid data ; All the statistics you need to know (initially) ; ORGANIZING LOW-COST RESEARCH: Organization and implementation on a shoestring

Offers a basic approach to assure market research both needed by, and useful to, managers. Describes a variety of low-cost research techniques that can provide managers with market insights and aid decision making. Covers using the Web, conducting low-cost surveys and focus groups, observing customers and competitors, using simple experiments to test tactics and strategies, and creating internal records to maximise creative insight.

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