MARKETING RESEARCH

ANDREASEN A.

wydawnictwo: JOSSEY-BASS , rok wydania 2002, wydanie I

cena netto: ~~130.00~~ Twoja cena 123,50 zł + 5% vat - dodaj do koszyka

Marketing Research That Won't Break the Bank

A Practical Guide to Getting the Information You Need, 2nd Edition

Table of Contents

Foreword (William A. Smith).

Preface.

Acknowledgments.

The Author.

Part One: Planning a Low-Cost Research Program.

1. Myths of Marketing Research.

2. Planning a Research Program.

3. Evaluating Individual Research Projects.

4. Backward Marketing Research.

Part Two: Alternative Low-Cost Research Techniques.

5. Using Available Data.

6. Systematic Observation.

7. Low-Cost Experimentation.

8. Low-Cost Survey Designs.

Part Three: Making Low-Cost Research Good Research.

9. Producing Valid Data.

10. All the Statistics You Need to Know (Initially).

Part Four: Organizing Low-Cost Research.

11. Organization and Implementation on a Shoestring.

Notes.