Marketing research that won't break the bank
Subtitle: a practical guide to getting the information you need
By: Alan R. Andreasen ; foreword by William A. Smith.
Contributors: Andreasen, Alan R., 1934-; Academy for Educational Development.
Edition: 1st ed.
Series: The Jossey-Bass nonprofit and public management series
Publisher: Jossey-Bass
Published: 2002
Place of publication: San Francisco
Language: eng
Number of pages: 277
Subjects: Marketing research
Description: "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.
Notes: "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.