Marketing Research That Won't Break the Bank

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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 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. 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