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Inhaltsverzeichnis
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.
Recommended Reading.
Index.
Über den Autor / die Autorin
Alan R. Andreasen is professor of marketing at the McDonough School of Business at Georgetown University and executive director of the Social Marketing Institute. He is a past president of the Association for Consumer Research. Andreasen is the author or editor of numerous books, including Ethics and Social Marketing (2001), Strategic Marketing in Nonprofit Organizations (6th ed. with P. Kotler, 2003), and Marketing Social Change (Jossey-Bass, 1995).
Zusammenfassung
Provides a guide for managers who want to use marketing research to make their organisations more effective, but feel they cannot afford it.
