By Alan R. Andreasen
Advertising learn is essential to a part of organizational effectiveness in ultra-modern hugely aggressive market. yet many managers in small companies with constrained budgets examine it out of succeed in. In advertising examine that may not cost a fortune, Alan Andreasen exhibits readers tips to get the data they should make clever, strategic judgements with no spending handsome profit. The instruments and strategies offered may also help managers achieve an in-depth knowing in their audience, opponents, and atmosphere with no stretching the organization's finances.
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Extra info for Marketing Research That Won't Break the Bank: A Practical Guide to Getting the Information You Need
He wondered whether there would be any merit in marketing to the recalcitrant pledgers by telephone. This could be easily done by keeping on some of the volunteer telephone opera- 09Andreasen/Ch. 2 8/11/02 3:05 PM Page 19 PLANNING A RESEARCH PROGRAM 19 tors who worked during pledge week and having them do the follow-up. Brady didn’t know whether this modest expense would be worth it. Here we have an example of the classic problem that this book addresses: not a great deal was at stake, but it was enough to worry about.
Take the case of an entrepreneur who had developed a new coated-peanut snack food and hired a researcher to help with initial marketing decisions. But he was “very suspicious of the whole thing. ” Yet when the researcher got the entrepreneur directly involved in the research process (an approach we advocate fervently), he became a believer. He was recruited to survey his patrons himself and found a large number of unexpected comments, including one likening the product to dog food. 25 for an eightounce bag).
The realities of the organization’s budget and its research capabilities can be introduced at a later stage. 2): • Category A: Projects that are doable, essential, and merit specific funding during the planning year. • Category B: Projects that are doable but not so essential as to merit immediate commitment of funds. These projects are still high on the want list, and management must constantly seek opportunities and funds over the year to carry them out. • Category C: Projects that are doable but represent information it would be nice to have.
Marketing Research That Won't Break the Bank: A Practical Guide to Getting the Information You Need by Alan R. Andreasen