skip to content
Marketing research that won't break the bank : a practical guide to getting the information you need Preview this item
ClosePreview this item
Checking...

Marketing research that won't break the bank : a practical guide to getting the information you need

Author: Alan R Andreasen; Academy for Educational Development.
Publisher: San Francisco : Jossey-Bass, ©2002.
Series: Jossey-Bass nonprofit and public management series.
Edition/Format:   Print book : English : 1st edView all editions and formats
Summary:
"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  Read more...
Rating:

(not yet rated) 0 with reviews - Be the first.

Subjects
More like this

Find a copy in the library

&AllPage.SpinnerRetrieving; Finding libraries that hold this item...

Details

Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Alan R Andreasen; Academy for Educational Development.
ISBN: 0787964190 9780787964191
OCLC Number: 50091694
Notes: "The second edition of Cheap but good marketing research."
"Prepared with the assistance of the Academy for Educational Development."
Description: xxv, 277 pages : illustrations ; 24 cm.
Contents: Foreword / William A. Smith --
Planning a Low-Cost Research Program --
Myths of Marketing Research --
Research Priests and the Low-Budget Manager --
Moving Forward --
Planning a Research Program --
Framing the Research Problem --
Looking for Opportunity --
Research Planning --
Serendipitous Research: Recognizing Research Opportunities as You Go --
The Decision Opportunity --
Evaluating Individual Research Projects --
Setting Budgets --
Decision-Based Research Budgeting --
When to Resist Research --
Backward Marketing Research --
How Research Goes Wrong --
Turning the Process on Its Head --
Alternative Low-Cost Research Techniques --
Using Available Data --
Internal Archives --
External Archives --
Systematic Observation --
Collecting Natural Observations --
Controlling the Quality of Natural Observations --
Low-Cost Experimentation --
Experimental Design --
Types of Experiments --
Low-Cost Survey Designs --
Survey Design --
Low-Cost Sampling --
Other Alternatives for Asking Questions --
Making Low-Cost Research Good Research --
Producing Valid Data --
Nonquestion Sources of Error --
Asking Questions --
Questionnaire Design --
All the Statistics You Need to Know (Initially) --
Fear of Statistics --
Input Data --
Descriptive Statistics --
Statistical Analysis --
Other Multivariate Techniques --
Organizing Low-Cost Research --
Organization and Implementation on a Shoestring --
Financial Assistance --
Acquiring Knowledge --
Acquiring Personnel --
Acquiring Equipment.
Series Title: Jossey-Bass nonprofit and public management series.
Responsibility: Alan R. Andreasen ; foreword by William A. Smith.
More information:

Abstract:

Provides a guide for managers who want to use marketing research to make their organisations more effective, but feel they cannot afford it.  Read more...

Reviews

Editorial reviews

Publisher Synopsis

"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, Read more...

 
User-contributed reviews
Retrieving GoodReads reviews...
Retrieving DOGObooks reviews...

Tags

Be the first.
Confirm this request

You may have already requested this item. Please select Ok if you would like to proceed with this request anyway.

Linked Data


Primary Entity

<http://www.worldcat.org/oclc/50091694> # Marketing research that won't break the bank : a practical guide to getting the information you need
    a schema:CreativeWork, schema:Book ;
    library:oclcnum "50091694" ;
    library:placeOfPublication <http://id.loc.gov/vocabulary/countries/cau> ;
    library:placeOfPublication <http://experiment.worldcat.org/entity/work/data/326345829#Place/san_francisco> ; # San Francisco
    rdfs:seeAlso <http://experiment.worldcat.org/entity/work/data/326345829#CreativeWork/cheap_but_good_marketing_research> ; # Cheap but good marketing research.
    schema:about <http://experiment.worldcat.org/entity/work/data/326345829#Topic/marktforschung> ; # Marktforschung
    schema:about <http://experiment.worldcat.org/entity/work/data/326345829#Topic/marketing_recherche> ; # Marketing--Recherche
    schema:about <http://experiment.worldcat.org/entity/work/data/326345829#Topic/marketing> ; # Marketing
    schema:about <http://experiment.worldcat.org/entity/work/data/326345829#Topic/onderzoek> ; # Onderzoek
    schema:about <http://id.worldcat.org/fast/1010284> ; # Marketing research
    schema:about <http://experiment.worldcat.org/entity/work/data/326345829#Topic/marketing_of_health_services> ; # Marketing of Health Services
    schema:about <http://dewey.info/class/658.83/e21/> ;
    schema:bookEdition "1st ed." ;
    schema:bookFormat bgn:PrintBook ;
    schema:contributor <http://viaf.org/viaf/143056880> ; # Academy for Educational Development.
    schema:contributor <http://viaf.org/viaf/109432707> ; # Alan R. Andreasen
    schema:copyrightYear "2002" ;
    schema:creator <http://viaf.org/viaf/109432707> ; # Alan R. Andreasen
    schema:datePublished "2002" ;
    schema:exampleOfWork <http://worldcat.org/entity/work/id/326345829> ;
    schema:inLanguage "en" ;
    schema:isPartOf <http://experiment.worldcat.org/entity/work/data/326345829#Series/jossey_bass_nonprofit_and_public_management_series> ; # Jossey-Bass nonprofit and public management series.
    schema:isPartOf <http://experiment.worldcat.org/entity/work/data/326345829#Series/the_jossey_bass_nonprofit_and_public_management_series> ; # The Jossey-Bass nonprofit and public management series
    schema:name "Marketing research that won't break the bank : a practical guide to getting the information you need"@en ;
    schema:productID "50091694" ;
    schema:publication <http://www.worldcat.org/title/-/oclc/50091694#PublicationEvent/san_francisco_jossey_bass_2002> ;
    schema:publisher <http://experiment.worldcat.org/entity/work/data/326345829#Agent/jossey_bass> ; # Jossey-Bass
    schema:reviews <http://www.worldcat.org/title/-/oclc/50091694#Review/270549028> ;
    schema:url <http://catdir.loc.gov/catdir/toc/wiley031/2002010335.html> ;
    schema:workExample <http://worldcat.org/isbn/9780787964191> ;
    umbel:isLike <http://bnb.data.bl.uk/id/resource/GBA2V8902> ;
    wdrs:describedby <http://www.worldcat.org/title/-/oclc/50091694> ;
    .


Related Entities

<http://experiment.worldcat.org/entity/work/data/326345829#CreativeWork/cheap_but_good_marketing_research> # Cheap but good marketing research.
    a schema:CreativeWork ;
    schema:creator <http://viaf.org/viaf/109432707> ; # Alan R. Andreasen
    schema:name "Cheap but good marketing research." ;
    .

<http://experiment.worldcat.org/entity/work/data/326345829#Series/jossey_bass_nonprofit_and_public_management_series> # Jossey-Bass nonprofit and public management series.
    a bgn:PublicationSeries ;
    schema:hasPart <http://www.worldcat.org/oclc/50091694> ; # Marketing research that won't break the bank : a practical guide to getting the information you need
    schema:name "Jossey-Bass nonprofit and public management series." ;
    .

<http://experiment.worldcat.org/entity/work/data/326345829#Series/the_jossey_bass_nonprofit_and_public_management_series> # The Jossey-Bass nonprofit and public management series
    a bgn:PublicationSeries ;
    schema:hasPart <http://www.worldcat.org/oclc/50091694> ; # Marketing research that won't break the bank : a practical guide to getting the information you need
    schema:name "The Jossey-Bass nonprofit and public management series" ;
    .

<http://experiment.worldcat.org/entity/work/data/326345829#Topic/marketing_of_health_services> # Marketing of Health Services
    a schema:Intangible ;
    schema:name "Marketing of Health Services"@en ;
    .

<http://experiment.worldcat.org/entity/work/data/326345829#Topic/marketing_recherche> # Marketing--Recherche
    a schema:Intangible ;
    schema:name "Marketing--Recherche"@fr ;
    .

<http://id.worldcat.org/fast/1010284> # Marketing research
    a schema:Intangible ;
    schema:name "Marketing research"@en ;
    .

<http://viaf.org/viaf/109432707> # Alan R. Andreasen
    a schema:Person ;
    schema:birthDate "1934" ;
    schema:familyName "Andreasen" ;
    schema:givenName "Alan R." ;
    schema:name "Alan R. Andreasen" ;
    .

<http://viaf.org/viaf/143056880> # Academy for Educational Development.
    a schema:Organization ;
    schema:name "Academy for Educational Development." ;
    .

<http://worldcat.org/isbn/9780787964191>
    a schema:ProductModel ;
    schema:isbn "0787964190" ;
    schema:isbn "9780787964191" ;
    .

<http://www.worldcat.org/title/-/oclc/50091694>
    a genont:InformationResource, genont:ContentTypeGenericResource ;
    schema:about <http://www.worldcat.org/oclc/50091694> ; # Marketing research that won't break the bank : a practical guide to getting the information you need
    schema:dateModified "2018-12-14" ;
    void:inDataset <http://purl.oclc.org/dataset/WorldCat> ;
    .

<http://www.worldcat.org/title/-/oclc/50091694#Review/270549028>
    a schema:Review ;
    schema:itemReviewed <http://www.worldcat.org/oclc/50091694> ; # Marketing research that won't break the bank : a practical guide to getting the information you need
    schema:reviewBody ""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." ;
    .


Content-negotiable representations

Close Window

Please sign in to WorldCat 

Don't have an account? You can easily create a free account.