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
|Item type||Home library||Call number||Status||Date due||Item reserves|
|Book||New Zealand||224 MAR 2ed (Browse shelf)||Available|
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.