{"product_id":"marketing-research-that-wont-break-the-bank-a-practical-guide-to-getting-the-information-you-need-paperback","title":"Marketing Research That Won't Break the Bank: A Practical Guide to Getting the Information You Need - Paperback","description":"\u003cdiv\u003e\u003cp style=\"text-align: right;\"\u003e\u003ca href=\"https:\/\/reportcopyrightinfringement.com\/\" target=\"_blank\" rel=\"nofollow\"\u003e\u003cb\u003eReport copyright infringement\u003c\/b\u003e\u003c\/a\u003e\u003c\/p\u003e\u003c\/div\u003e\u003cp\u003eby \u003cb\u003eAlan R. Andreasen\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003eMarketing 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.\u003c\/p\u003e\u003ch3\u003eFront Jacket\u003c\/h3\u003e\u003cp\u003eMarketing 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.\u003cbr\u003e \u003cbr\u003e Marketing Research That Won't Break the Bank shows that research need not be expensive, overly complex, or involve complicted statistics to be extremely helpful to managers in a wide range of organizations. Andreasen, an expert marketer with a proven track record, 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.\u003c\/p\u003e\u003ch3\u003eBack Jacket\u003c\/h3\u003e\u003cp\u003eRenowned 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 can't afford it. Marketing Research That Won't 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.\u003cbr\u003e This easy-to-understand guide shows managers how to\u003cbr\u003e * Plan a research program\u003cbr\u003e * Evaluate individual research projects\u003cbr\u003e * Design low-cost surveys\u003cbr\u003e * Produce valid data\u003cbr\u003e * Understand statistics\u003cbr\u003e * Organize and implement on a shoestring\u003cbr\u003e * And much, much more\u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003eAlan 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).\u003c\/p\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 304\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.76 x 9.09 x 5.97 IN\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e October 04, 2002\u003c\/div\u003e\n            ","brand":"BooksCloud","offers":[{"title":"Default Title","offer_id":52239232893202,"sku":"9780787964191","price":39.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0941\/2211\/5346\/files\/VjE5M0VDUVRKaVBRcUwwRzVDdXVhUT09.webp?v=1777872596","url":"https:\/\/ckbookstore.net\/products\/marketing-research-that-wont-break-the-bank-a-practical-guide-to-getting-the-information-you-need-paperback","provider":"CK BOOKSTORE","version":"1.0","type":"link"}