Cost-Effective Marketing Research: A Guide for Marketing Managers
Language: English
Published by Praeger (UK), 1988
- Hardcover
- New
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- Title
- Cost-Effective Marketing Research: A Guide for Marketing Managers
- Author
- Eric J. Soares
- Publisher
- Praeger (UK)
- Publication year
- 1988
- Condition
- New
- Binding
- Hardcover
- Language
- English
- ISBN 10
- 0899302785
- ISBN 13
- 9780899302782
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.
"Synopsis" may belong to another edition of this title.
About the Author
ERIC J. SOARES is Associate Professor of Marketing at California State University, Hayward. He has done cost-effective research consulting with more than 20 small and medium-sized firms and is President of Tsunami Products, a sea kayak manufacturing firm.
"About the title" may belong to another edition of this title.
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