Marketing Research That Won't Break the Bank: A Practical by Alan R. Andreasen

By Alan R. Andreasen

Advertising learn is key to a part of organizational effectiveness in latest hugely aggressive industry. yet many managers in small companies with restricted budgets reflect on it out of succeed in. In advertising study that may not cost a fortune, Alan Andreasen indicates readers tips on how to get the knowledge they should make clever, strategic judgements with no spending handsome profit. The instruments and methods provided may also help managers achieve an in-depth knowing in their target audience, opponents, and atmosphere with out stretching the organization's price range.

Show description

Read or Download Marketing Research That Won't Break the Bank: A Practical Guide to Getting the Information You Need PDF

Best advertising books

A Technique for Producing Ideas (Advertising Age Classics Library)

A method for generating rules ,reveals an easy, good idea-generation method that has stood the try out of time.

First awarded to scholars in 1939, released in 1965, and now reissued for a brand new new release of advertisements execs and others trying to jump-start their inventive juices, this robust advisor info a five-step method for accumulating details, stimulating mind's eye, and recombining previous parts into dramatic new ideas.

Underdog Advertising

Underdog advertisements is written for the small-to-midsize enterprise that needs to compete opposed to greater businesses for revenues, industry percentage and model understanding. in accordance with confirmed artistic and strategic ads ideas that experience constructed and subtle during the last twenty-five years, the publication is helping smaller companies create and execute ads courses which are potent within the face of robust festival.

Smarter, Faster, Cheaper: Non-Boring, Fluff-Free Strategies for Marketing and Promoting Your Business

Store money and time in development, advertising and marketing and selling your small business With large contemporary shifts within the approach corporations are outfitted, advertised, and monetized, those are "wild west" instances for enterprise. during this new panorama, marketers and small company proprietors even have an aspect in advertising with no spinning their wheels or going broke.

Extra resources for Marketing Research That Won't Break the Bank: A Practical Guide to Getting the Information You Need

Sample text

What partners are you using, and how satisfied are they with the relationship? How costly is the distribution system? Can the Internet be used to deliver options? 09Andreasen/Ch. 1 Research Activities of 435 Companies in 1988 and 1997. Percentage of Companies That Perform This Activity Research Activity Business/Economic and Corporate Research Industry/market characteristics and trends Acquisition/diversification Market share analysis Internal employee studies 1988 1997 83% 50 79 54 92% 50 85 72 60 59 45 57 55 56 74 69 67 78 75 71 Product Concept development and testing Brand-name testing Test markets Existing product tests Packaging studies Competitive product studies 63 38 45 47 31 58 78 55 55 63 48 54 Distribution Location studies Performance studies Coverage studies International studies 23 29 26 19 25 Promotion Motivation research Media research Copy research Advertising effectiveness 37 57 50 65 56 70 68 67 Pricing Cost analysis Profit analysis Price elasticity Demand analysis Market potential Sales potential Sales forecast 09Andreasen/Ch.

2 Ranking of Annual Research Projects. Managerial Relevance Doable Not Doable Highly important Category A: Fund this year. Category D: Seek outside suggestions on feasible methodology. Somewhat important Category B: Do not fund. Look for opportunities to fund small studies. Category E: Remain vigilant for new methodology that can make study feasible. Not important Category C: Acquire Category F: Ignore. only if free or very low cost. skills. Because they are potentially category A projects, that is, projects to which management would clearly commit funds if they could bring the study off, some amount of managerial effort should be expended to ascertain whether the assumption about the infeasibility of these project is indeed valid.

What new projects need to be added either because over the year management has become conscious of the need for them or because circumstances have changed? • Which of the projects to be repeated will take the same form, and which projects need to be updated to take account of new knowledge or new circumstances? An additional step should be added after the first year: a review of the process itself. Management, or perhaps an outsider, should look at the research decisions that were taken on the basis of the first-year plan and ask whether the planning process needs to be improved.

Download PDF sample

Rated 4.69 of 5 – based on 45 votes