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Marketing Research That Wont Break the Bank: A Practical Guide to Getting the Information You Need, 2nd Edition
Marketing Research That Wont Break the Bank: A Practical Guide to Getting the Information You Need, 2nd Edition by Alan R. Andreasen 0787964190 9780787964191
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Marketing Research That Wont Break the Bank: A Practical Guide to Getting the Information You Need, 2nd Edition by Alan R. Andreasen

Renowned marketing expert Alan Andreasen offers an accessible, easy-to-use guide for those who want to use marketing research to make their organizations more effective but think they cant afford it. Marketing Research That Wont Break the Bank provides sound, practical advice on how to make the most of a small budget_ such as the kind small businesses and nonprofits so often face_ and make marketing research a viable option. It offers managers the hands-on, simple tools to conduct quality marketing research and get the information they need without spending a lot of money. Andreasen dispels the myths and misconceptions that keep managers from getting started and describes in a systematic fashion a wide variety of research techniques that are low cost but can provide crucial information and improve decision making and organizational effectiveness. This easy-to-understand guide shows managers how to Plan a research program Evaluate individual research projects Design low-cost surveys Produce valid data Understand statistics Organize and implement on a shoestring And much, much more

Author: Alan R. Andreasen

Language: English

Edition: 2

Binding: Paperback

Pages: 304

Publisher: Jossey-Bass

Publication Date: 2002-09-17

Our Price: $7.67

Quantity:2
ISBN: 0787964190


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Alan R. Andreasen (Edition: 2) Paperback


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