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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:   eBook : Document : English : 1st edView all editions and formats
Summary:

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

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Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Alan R Andreasen; Academy for Educational Development.
OCLC Number: 701551505
Notes: "The second edition of Cheap but good marketing research."
"Prepared with the assistance of the Academy for Educational Development."
Description: 1 electronic document (xxv, 277 pages) : illustrations.
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.
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