Cost-Conscious Marketing Research
| Author | : Alan R. Andreasen |
| Publisher | : |
| Total Pages | : |
| Release | : 1983-01-01 |
| Genre | : |
| ISBN | : 9780000834010 |
Cost Conscious Marketing Research
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Cost-Effective Marketing Research
| Author | : Eric J. Soares |
| Publisher | : Praeger |
| Total Pages | : 192 |
| Release | : 1988-11-18 |
| Genre | : Business & Economics |
| ISBN | : |
This book is a practical guide to market research methods and practices written for marketing professionals who need to conduct research on a budget. It emphasizes techniques that offer the quickest, least expensive way to get needed information. The author presents material not usually covered by other marketing research texts, including criteria regarding the use of requests for proposal; guidelines for selecting consultants, outside agencies, and statistical software; and practical tips on presenting research findings correctly and persuasively. Business Information Alert Written especially for marketing professionals who need to conduct research on a budget, this book is a practical, efficient guide to market research methods and practices. Based on the author's own experience as a marketing consultant, president of a small manufacturing company, and academic researcher, Cost-Effective Marketing Research emphasizes techniques that offer the quickest, least expensive way to get needed information. In addition, the author presents a wealth of material not found in other marketing research texts, including criteria regarding the use of requests for proposal (RFPs); guidelines for selecting consultants, outside agencies, and statistical software; and practical tips on presenting research findings correctly and persuasively. Organized into eight highly readable chapters, the book begins by exploring the role of research in the decision-making process. Subsequent chapters address the utility and pitfalls of using secondary data and syndicated research; how to conduct effective surveys, the proper use of depth interviews and focus group techniques; ethnography and quantitative observations of behavior; experimentation; and ways of editing, analyzing, and interpreting data. In the final chapter, Soares describes how to translate research findings into usable input for rational decisions, how to put together a top notch research report, and how to prepare for oral presentation of research findings. Finally, he addresses the critical issues of business competition and marketing research ethics.
The Handbook of Online Marketing Research: Knowing Your Customer Using the Net
| Author | : Joshua Grossnickle |
| Publisher | : McGraw Hill Professional |
| Total Pages | : 459 |
| Release | : 2000-10-02 |
| Genre | : Business & Economics |
| ISBN | : 0071378456 |
The Handbook of Online Marketing Research examines all the latest techniques and trends used to conduct online research, including how to leverage existing sources, online chat-based sessions, email feedback, online focus groups, and much more.Now, just like larger companies, small– and medium–sized companies can learn vital information like the age, gender, and income of its users, and how they respond to different aspects of the products and those of its competitors.With the advent of the Internet, companies of all sizes and budgets can conduct online market research and access all the information they need to know to stay ahead of the competition. This book demonstrates how both large and small companies can take proven traditional market research techniques and adapt them to the Web. The result is an affordable means for businesses to understand their online customers’ needs.
Marketing Research That Won't Break the Bank
| Author | : Alan R. Andreasen |
| Publisher | : Jossey-Bass |
| Total Pages | : 0 |
| Release | : 2002-10-04 |
| Genre | : Business & Economics |
| ISBN | : 9780787964191 |
Marketing 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.
Low-cost Marketing Research
| Author | : Keith Gorton |
| Publisher | : John Wiley & Sons |
| Total Pages | : 136 |
| Release | : 1983 |
| Genre | : Business & Economics |
| ISBN | : |
Practical advice on marketing research for small businesses in the UK. Second edition provides more detailed sources of information and places greater emphasis on the different types of research studies available. Annotation copyrighted by Book News, Inc., Portland, OR
Marketing Research for Managers
| Author | : Sunny Crouch |
| Publisher | : Routledge |
| Total Pages | : 392 |
| Release | : 2012-06-25 |
| Genre | : Business & Economics |
| ISBN | : 1136379673 |
The purpose of Marketing Research for Managers is to enable managers to become more informed research users and buyers. The more managers know about how marketing research works, the more effective they can be in using it as a management tool. This new edition of the text includes: * The development of the "knowledge economy" * Analysis of customer relationship management * Comprehensive discussion of electronic techniques * New and updated case studies and examples
AMA Complete Guide to Marketing Research for Small Business
| Author | : Holly Edmunds |
| Publisher | : McGraw-Hill Companies |
| Total Pages | : 204 |
| Release | : 1996 |
| Genre | : Business & Economics |
| ISBN | : 9780844235844 |
For most small business owners the term "marketing research" presents a dilemma. On one hand, it can mean getting the invaluable information needed to know one's customers better and to make critical business decisions based on the best information possible. On the other hand, it can mean spending a lot of money to get results that are not very useful. "The AMA Complete Guide to Marketing Research for Small Business" solves that dilemma with 1 1 practical, easy-to-use chapters that show the non-research specialist how to conduct useful research on a limited budget. This step-by-step guide provides the basic information needed to: Define problems and research objectives clearly. Select the right research method for the problem. Design useful and usable questionnaires. Develop cost-effective mail and phone surveys. Get the most from the information you gather. Select and work profitably with outside vendors. Develop cost-conscious budgets that enable you to get the most for your investment. All this information is organized in a convenient, easy-to-use format with handy checklists and worksheets in every chapter. The final section of the book is in-depth, real-world-based case studies showing how small businesses have used the techniques presented in the book to solve their most perplexing marketing problems--quickly and inexpensively. The book ends with a handy glossary of commonly used marketing research terms.
The Marketing Research Guide
| Author | : Robert E Stevens |
| Publisher | : Routledge |
| Total Pages | : 443 |
| Release | : 2012-10-12 |
| Genre | : Business & Economics |
| ISBN | : 1136422129 |
Get the tools you need for effective market researchincluding Internet surveys! The Marketing Research Guide: Second Edition is the newest edition of the Haworth marketing research classic that now includes Internet sources of data, Internet surveys, and an added advanced statistical analysis chapter. Step-by-step instructions take practitioners through the entire marketing research process. Worksheets, sample proposals, questionnaires, and a copy of a final report foster complete understanding of the tools and techniques of marketing research. The Marketing Research Guide: Second Edition contains the accessible writing, comprehensive coverage of major topics, and helpful supplementary materials that made this book the sought-after classic in 1997 that was chosen for Choice Magazine’s 34th annual Outstanding Academic Books (OAB) list. Marketing professionals now have an updated, essential guide through the complete marketing research process for the twenty-first century. Techniques and concepts are clearly explained and illustrative of the role marketing information plays in decision-making. Descriptions of the major forecasting, sampling, and analysis techniques are designed for optimum understanding without the reader needing to posess advanced mathematical expertise. Appendices include sample questionnaires and a sample marketing research report. The Marketing Research Guide: Second Edition provides practical information on: Internet sources of data and Internet surveys advanced statistical analysis decision-making information, planning, and forecasting test marketing developing valid and reliable measurement instruments data-collecting methods designing a questionnaire determining sampling frame and selecting sampling method data-summary methods and research reports mail survey design and mailing procedures full product testing techniques and procedures The Marketing Research Guide: Second Edition is an essential reference for anyone who needs to review or find illustrative marketing research procedures and techniques. Managers will find this source invaluable as they negotiate, evaluate, and use marketing research as part of the decision-making process.
Marketing Research
| Author | : S.L. Gupta |
| Publisher | : Excel Books India |
| Total Pages | : 620 |
| Release | : 2004-05 |
| Genre | : Marketing research |
| ISBN | : 9788174463456 |
Marketing Research is designed to serve as a textbook on marketing research and design for people studying or pursuing the discipline of management. The book contains Indian examples on Product Research, Consumer Research, Motivation Research, etc. It also includes more than 50 cases which would enable the reader in understanding even the most complex multivariate technique in a very simple manner.The book contains 20 chapters with computer based approach, the SPSS/PCT system, the use of which has also been described in this book. The content of the book makes it equally useful for both basic and advance course in Marketing Research. It is indispensable for students of MBA, M.Com, MBE, BBA, BBS, BCA, PGDBM, MCA, M Tech and practising marketing managers. It is a valuable reference source for research agencies.
Marketing Research
| Author | : Jan Wiid |
| Publisher | : Juta and Company Ltd |
| Total Pages | : 282 |
| Release | : 2009 |
| Genre | : Business & Economics |
| ISBN | : 9780702177446 |
Written for introductory marketing classes, this text explains what information is needed to plan and implement a successful marketing campaign and how to find that data. Including details on finding such relevant facts as the size of a potential market, the shopping and buying habits of consumers in that market, and the competitive and environmental factors that may affect a campaign, this primer will guide readers to become savvy marketing managers.
