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Marketing Research That Won't Break the Bank: A Practical Guide to Getting the Information You Need, 2nd Edition

ISBN: 978-0-7879-6419-1
Paperback
304 pages
October 2002, Jossey-Bass
List Price: US $32.95
Government Price: US $16.80
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Marketing Research That Won't Break the Bank: A Practical Guide to Getting the Information You Need, 2nd Edition (0787964190) cover image
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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.
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