{"product_id":"marketing-research-that-wont-break-the-bank-9780787964191","title":"Marketing Research That Wont Break the Bank","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\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\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eForeword (William A. Smith).\u003cbr\u003e \u003cbr\u003e Preface.\u003cbr\u003e \u003cbr\u003e Acknowledgments.\u003cbr\u003e \u003cbr\u003e The Author.\u003cbr\u003e \u003cbr\u003e Part One: Planning a Low-Cost Research Program.\u003cbr\u003e \u003cbr\u003e 1. Myths of Marketing Research.\u003cbr\u003e \u003cbr\u003e 2. Planning a Research Program.\u003cbr\u003e \u003cbr\u003e 3. Evaluating Individual Research Projects.\u003cbr\u003e \u003cbr\u003e 4. Backward Marketing Research.\u003cbr\u003e \u003cbr\u003e Part Two: Alternative Low-Cost Research Techniques.\u003cbr\u003e \u003cbr\u003e 5. Using Available Data.\u003cbr\u003e \u003cbr\u003e 6. Systematic Observation.\u003cbr\u003e \u003cbr\u003e 7. Low-Cost Experimentation.\u003cbr\u003e \u003cbr\u003e 8. Low-Cost Survey Designs.\u003cbr\u003e \u003cbr\u003e Part Three: Making Low-Cost Research Good Research.\u003cbr\u003e \u003cbr\u003e 9. Producing Valid Data.\u003cbr\u003e \u003cbr\u003e 10. All the Statistics You Need to Know (Initially).\u003cbr\u003e \u003cbr\u003e Part Four: Organizing Low-Cost Research.\u003cbr\u003e \u003cbr\u003e 11. Organization and Implementation on a Shoestring.\u003cbr\u003e \u003cbr\u003e Notes.\u003cbr\u003e \u003cbr\u003e Recommended Reading.\u003cbr\u003e \u003cbr\u003e Index.","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49405044031831,"sku":"9780787964191","price":21.24,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780787964191.jpg?v=1730488477","url":"https:\/\/bookcurl.com\/products\/marketing-research-that-wont-break-the-bank-9780787964191","provider":"Book Curl","version":"1.0","type":"link"}