{"product_id":"marketing-research-that-wont-break-the-bank-a-practical-guide-to-getting-the-information-you-need-paperback-softback-9780787964191","title":"Marketing Research That Won't Break the Bank; A Practical Guide to Getting the Information You Need (Paperback \/ softback) 9780787964191","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eMarketing Research That Won't Break the Bank\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eA Practical Guide to Getting the Information You Need\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cem\u003e\"Generating consumer insights is a critical part of what we do, yet we often must do so on a limited budget. Dr. Andreasen's book shows clearly how this challenge can be overcome.\" —Edward Maibach, Worldwide Director of Social Marketing, Porter Novelli  \u003cp\u003e\"Andreasen has craftily combined relevant concepts and theory with helpful story like examples--an approach that he has shown in his previous books provides for very effective learning. Dig in! You will find this book another very helpful tool for your marketing management tool kit.\" —Tom Reis, program director, W. K. Kellogg Foundation\u003c\/p\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eAlan R. Andreasen (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780787964191, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePaperback \/ softback, published 18 October 2002\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e304 pages, Photos: 0 B\u0026amp;W, 0 Color; Drawings: 7 B\u0026amp;W, 0 Color; Tables: 15 B\u0026amp;W, 0 Color; Exhibits: 5 B\u0026amp;W, 0 Color\u003cbr\u003e23.9 x 15.6 x 2.7 cm, 0.535 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eMarketing 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.\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eForeword (William A. Smith).\u003cbr\u003e \u003cbr\u003e Preface.\u003cbr\u003e \u003cbr\u003e Acknowledgments.\u003cbr\u003e \u003cbr\u003e The Author.\u003cbr\u003e \u003cbr\u003e Part One: Planning a Low-Cost Research Program.\u003cbr\u003e \u003cbr\u003e 1. Myths of Marketing Research.\u003cbr\u003e \u003cbr\u003e 2. Planning a Research Program.\u003cbr\u003e \u003cbr\u003e 3. Evaluating Individual Research Projects.\u003cbr\u003e \u003cbr\u003e 4. Backward Marketing Research.\u003cbr\u003e \u003cbr\u003e Part Two: Alternative Low-Cost Research Techniques.\u003cbr\u003e \u003cbr\u003e 5. Using Available Data.\u003cbr\u003e \u003cbr\u003e 6. Systematic Observation.\u003cbr\u003e \u003cbr\u003e 7. Low-Cost Experimentation.\u003cbr\u003e \u003cbr\u003e 8. Low-Cost Survey Designs.\u003cbr\u003e \u003cbr\u003e Part Three: Making Low-Cost Research Good Research.\u003cbr\u003e \u003cbr\u003e 9. Producing Valid Data.\u003cbr\u003e \u003cbr\u003e 10. All the Statistics You Need to Know (Initially).\u003cbr\u003e \u003cbr\u003e Part Four: Organizing Low-Cost Research.\u003cbr\u003e \u003cbr\u003e 11. Organization and Implementation on a Shoestring.\u003cbr\u003e \u003cbr\u003e Notes.\u003cbr\u003e \u003cbr\u003e Recommended Reading.\u003cbr\u003e \u003cbr\u003e Index.\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Jossey-Bass","offers":[{"title":"Brand New","offer_id":52410672316696,"sku":"9780787964191","price":19.79,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780787964191.jpg?v=1784247806","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/marketing-research-that-wont-break-the-bank-a-practical-guide-to-getting-the-information-you-need-paperback-softback-9780787964191","provider":"Freshly Printed Books","version":"1.0","type":"link"}