Marketing research that won't break the bank : a practical guide to getting the information you need / Alan R. Andreasen ; foreword by William A. Smith.

By:

Andreasen, Alan R, 1934-

Contributor(s):

Material type: Text

TextSeries: Jossey-Bass nonprofit and public management seriesPublication details: San Francisco : Jossey-Bass, c2002.Edition: 1st edDescription: xxv, 277 p. : ill. ; 24 cmISBN:

0787964190

Subject(s):

Marketing research

DDC classification:

658.83 21

Review: "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.

Average rating: 0.0 (0 votes)

Holdings ( 1 )
Title notes ( 6 )

Holdings
Item type	Current library	Home library	Collection	Shelving location	Call number	Status	Date due	Barcode	Item holds
Open Collection	FIRST CITY UNIVERSITY COLLEGE	FIRST CITY UNIVERSITY COLLEGE	Open Collection	FCUC Library	658.83 AND 2002 (Browse shelf(Opens below))	Available		00015297

Total holds: 0

"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.

"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.

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