Marketing research that won't break the bank - Alan R. Andreasen

Renowned marketing expert Alan Andreasen offers an accessible, easytouse 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 handson, 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 easytounderstand guide shows managers how to

Plan a research program

Evaluate individual research projects

Design lowcost surveys

Produce valid data

Understand statistics

Organize and implement on a shoestring

And much, much more