AR Andreasen
Marketing Research That Won′t Break the Bank: A Pr Practical Guide to Getting the Information You Need
A Practical Guide to Getting the Information You Need
Paperback Engels 2002 2e druk 9780787964191
Verwachte levertijd ongeveer 9 werkdagen
Samenvatting
Marketing research is vital to part of organizational effectiveness in today′s highly competitive marketplace. But many managers in small businesses with limited budgets consider it out of reach. 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.
Specificaties
ISBN13:9780787964191
Taal:Engels
Bindwijze:paperback
Aantal pagina's:304
Uitgever:John Wiley & Sons
Druk:2
Hoofdrubriek:Marketing, Algemeen management
Lezersrecensies
Wees de eerste die een lezersrecensie schrijft!
Inhoudsopgave
Foreword (William A. Smith).
<br />
<br /> Preface.
<br />
<br /> Acknowledgments.
<br />
<br /> The Author.
<br />
<br /> Part One: Planning a Low–Cost Research Program.
<br />
<br /> 1. Myths of Marketing Research.
<br />
<br /> 2. Planning a Research Program.
<br />
<br /> 3. Evaluating Individual Research Projects.
<br />
<br /> 4. Backward Marketing Research.
<br />
<br /> Part Two: Alternative Low–Cost Research Techniques.
<br />
<br /> 5. Using Available Data.
<br />
<br /> 6. Systematic Observation.
<br />
<br /> 7. Low–Cost Experimentation.
<br />
<br /> 8. Low–Cost Survey Designs.
<br />
<br /> Part Three: Making Low–Cost Research Good Research.
<br />
<br /> 9. Producing Valid Data.
<br />
<br /> 10. All the Statistics You Need to Know (Initially).
<br />
<br /> Part Four: Organizing Low–Cost Research.
<br />
<br /> 11. Organization and Implementation on a Shoestring.
<br />
<br /> Notes.
<br />
<br /> Recommended Reading.
<br />
<br /> Index.
<br />
<br /> Preface.
<br />
<br /> Acknowledgments.
<br />
<br /> The Author.
<br />
<br /> Part One: Planning a Low–Cost Research Program.
<br />
<br /> 1. Myths of Marketing Research.
<br />
<br /> 2. Planning a Research Program.
<br />
<br /> 3. Evaluating Individual Research Projects.
<br />
<br /> 4. Backward Marketing Research.
<br />
<br /> Part Two: Alternative Low–Cost Research Techniques.
<br />
<br /> 5. Using Available Data.
<br />
<br /> 6. Systematic Observation.
<br />
<br /> 7. Low–Cost Experimentation.
<br />
<br /> 8. Low–Cost Survey Designs.
<br />
<br /> Part Three: Making Low–Cost Research Good Research.
<br />
<br /> 9. Producing Valid Data.
<br />
<br /> 10. All the Statistics You Need to Know (Initially).
<br />
<br /> Part Four: Organizing Low–Cost Research.
<br />
<br /> 11. Organization and Implementation on a Shoestring.
<br />
<br /> Notes.
<br />
<br /> Recommended Reading.
<br />
<br /> Index.
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