In Marketing Research That Won’t Break the Bank, Alan Andreasen — a widely recognized marketing expert — provides an accessible, easy-to-use guide for managers who want to use marketing research to make their organizations more effective, but feel they cannot afford it. Andreasen dispels the myths and misconceptions that keep managers from getting started, offers a basic approach that will assure that any research that is done is needed and useful to the organization, describes in a systematic fashion a wide variety of research techniques that are low cost but can provide crucial information, and motivates readers to get started and to see how market research can lead to better decision making and organizational effectiveness. Marketing Research That Won’t Break the Bank fills the void left by standard marketing research books. It offers, sound, practical advice on how to make the most of a small budget to make marketing research a real option for small business and nonprofit organizations. NOTE: First edition was titled Cheap but Good Marketing Research
Book Details:
- Author: Alan R. Andreasen
- ISBN: 9780787964191
- Year Published: 2002
- Pages: 304
- BISAC: BUS043060, BUSINESS & ECONOMICS/Marketing / Research
About the Book and Topic:
In Marketing Research That Won’t Break the Bank, Alan Andreasen — a widely recognized marketing expert — provides an accessible, easy-to-use guide for managers who want to use marketing research to make their organizations more effective, but feel they cannot afford it. Andreasen dispels the myths and misconceptions that keep managers from getting started, offers a basic approach that will assure that any research that is done is needed and useful to the organization, describes in a systematic fashion a wide variety of research techniques that are low cost but can provide crucial information, and motivates readers to get started and to see how market research can lead to better decision making and organizational effectiveness. Marketing Research That Won’t Break the Bank fills the void left by standard marketing research books. It offers, sound, practical advice on how to make the most of a small budget to make marketing research a real option for small business and nonprofit organizations. NOTE: First edition was titled Cheap but Good Marketing Research
Market research is a vital part of organizational effectiveness. Andreasen makes marketing research accessible to organizations that might otherwise not be able to afford to get the information they need.
Offers sound, practical advice on how to make the most of a small budget and make marketing research a real option for nonprofit and other low-budget organizations. * Author Alan Andreasen is one of the top leaders in nonprofit marketing. * The book is accessible, readable and easy-to-use. * Contains special advice on how to use volunteers in market research. * A nuts-and-bolts guide that shows how to conduct good, sound, market research on a small budget.
About the Author
Alan 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).