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Other titles in the Jossey-Bass Nonprofit and Public Management Series series:
Marketing Research That Won't Break the Bank: A Practical Guide to Getting the Information You Need (Jossey-Bass Nonprofit and Public Management Series)by Alan R. Andreasen
Synopses & Reviews
This handy guide dispels the myths and misconceptions that keep managers from getting started in marketing research and offers a basic approach that will assure that any research that is done is needed and useful to the organization. It describes in a systematic fashion a wide variety of research techniques that are low cost and can provide crucial information. The book motivates readers to get started and to see how market research can lead to better decision making and organizational effectiveness. The first edition of this book was titled Cheap but Good Marketing Research.
Book News Annotation:
Andreasen's (business, Georgetown U.) text is designed for managers of small and medium-sized organizations in the business, government, and non-profit sectors who want to do marketing research but think they cannot afford it. For this group of "low-budget researchers" Andreason demythologizes market research; offers a basic approach to conducting needed and useful research; systematically describes a variety of specific, low-cost research techniques; and provides motivation for getting started. Annotation (c)2003 Book News, Inc., Portland, OR (booknews.com)
Includes bibliographical references (p. 261-268) and index.
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.
About the Author
Alan R. Andreasen is professor of marketing at the McDonough School of Business at Georgetown University and executive director of the Social Marketing Institute. He is a past president of the Association for Consumer Research. Andreasen is the author or editor of numerous books, including Ethics and Social Marketing (2001), Strategic Marketing in Nonprofit Organizations (6th ed. with P. Kotler, 2003), and Marketing Social Change (Jossey-Bass, 1995).
Table of Contents
Foreword (William A. Smith).
Part One: Planning a Low-Cost Research Program.
1. Myths of Marketing Research.
2. Planning a Research Program.
3. Evaluating Individual Research Projects.
4. Backward Marketing Research.
Part Two: Alternative Low-Cost Research Techniques.
5. Using Available Data.
6. Systematic Observation.
7. Low-Cost Experimentation.
8. Low-Cost Survey Designs.
Part Three: Making Low-Cost Research Good Research.
9. Producing Valid Data.
10. All the Statistics You Need to Know (Initially).
Part Four: Organizing Low-Cost Research.
11. Organization and Implementation on a Shoestring.
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