Turismo De Negocios
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Publicado: 21 de octubre de 2012
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Marketing Research That Won’t
Break the Bank
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Marketing Research
That Won’t
Break the Bank
A Practical Guide to Getting
the Information You Need
Alan R. Andreasen
Foreword by William A. Smith
The Second Edition of Cheap But GoodMarketing Research
Prepared with the assistance of the
Academy for Educational Development
01Andreasen/FM
8/11/02
3:02 PM
Page vi
Copyright © 2002 by Alan R. Andreasen.
Published by Jossey-Bass
A Wiley Imprint
989 Market Street, San Francisco, CA 94103-1741 www.josseybass.com
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in anyform or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise,
except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without
either the prior written permission of the Publisher, or authorization through payment of the
appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers,
MA 01923, (978)750-8400, fax (978) 750-4470, or on the web at www.copyright.com. Requests to
the Publisher for permission should be addressed to the Permissions Department, John Wiley &
Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, e-mail:
permcoordinator@wiley.com.
Jossey-Bass books and products are available through most bookstores. To contact Jossey-Bass
directly callour Customer Care Department within the U.S. at 800-956-7739, outside the U.S.
at (317) 572-3986 or fax (317) 572-4002.
Jossey-Bass also publishes its books in a variety of electronic formats. Some content that appears in
print may not be available in electronic books.
Library of Congress Cataloging-in-Publication Data:
Andreasen, Alan R., date.
Marketing research that won’t break the bank: apractical guide to getting the information
you need/Alan R. Andreasen; foreword by William A. Smith.—1st ed.
p. cm.—(The Jossey-Bass nonprofit and public management series)
Includes bibliographical references and index.
ISBN 0-7879-6419-0 (alk. paper)
1. Marketing research. I. Title. II. Series.
HF5415.2 .A486 2002
658.8'3—dc21
2002010335
Printed in the United States of America
FIRSTEDITION
HB Printing 10 9 8 7 6 5 4 3 2 1
01Andreasen/FM
8/11/02
3:02 PM
Page vii
The Jossey-Bass
Nonprofit and Public Management Series
01Andreasen/FM
8/11/02
3:02 PM
Page ix
Contents
Foreword
William A. Smith
xiii
Preface
xvii
Acknowledgments
xxiii
The Author
xxv
Part One: Planning a Low-Cost Research Program
1. Myths of MarketingResearch
3
Research Priests and the Low-Budget Manager • Moving
Forward • Organization of the Book • Concluding Comments
2. Planning a Research Program
17
Framing the Research Problem • Looking for Opportunity
• Research Planning • Serendipitous Research: Recognizing
Research Opportunities as You Go • The Decision Opportunity
3. Evaluating Individual Research Projects
43Setting Budgets • Decision-Based Research Budgeting
• When to Resist Research
ix
01Andreasen/FM
x
8/11/02
3:02 PM
Page x
CONTENTS
4. Backward Marketing Research
60
How Research Goes Wrong • Turning the Process on Its Head
• Conclusion
Part Two: Alternative Low-Cost Research Techniques
5. Using Available Data
75
Archives • Internal Archives • External Archives• Conclusion
6. Systematic Observation
107
Collecting Natural Observations • Controlling the Quality
of Natural Observations
7. Low-Cost Experimentation
119
Experimental Design • Types of Experiments • Conclusion
8. Low-Cost Survey Designs
142
Survey Design • Low-Cost Sampling • Other Alternatives
for Asking Questions
Part Three: Making Low-Cost Research Good...
8/11/02
3:02 PM
Page i
01Andreasen/FM
8/11/02
3:02 PM
Page iii
Marketing Research That Won’t
Break the Bank
01Andreasen/FM
8/11/02
3:02 PM
Page v
Marketing Research
That Won’t
Break the Bank
A Practical Guide to Getting
the Information You Need
Alan R. Andreasen
Foreword by William A. Smith
The Second Edition of Cheap But GoodMarketing Research
Prepared with the assistance of the
Academy for Educational Development
01Andreasen/FM
8/11/02
3:02 PM
Page vi
Copyright © 2002 by Alan R. Andreasen.
Published by Jossey-Bass
A Wiley Imprint
989 Market Street, San Francisco, CA 94103-1741 www.josseybass.com
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in anyform or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise,
except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without
either the prior written permission of the Publisher, or authorization through payment of the
appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers,
MA 01923, (978)750-8400, fax (978) 750-4470, or on the web at www.copyright.com. Requests to
the Publisher for permission should be addressed to the Permissions Department, John Wiley &
Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, e-mail:
permcoordinator@wiley.com.
Jossey-Bass books and products are available through most bookstores. To contact Jossey-Bass
directly callour Customer Care Department within the U.S. at 800-956-7739, outside the U.S.
at (317) 572-3986 or fax (317) 572-4002.
Jossey-Bass also publishes its books in a variety of electronic formats. Some content that appears in
print may not be available in electronic books.
Library of Congress Cataloging-in-Publication Data:
Andreasen, Alan R., date.
Marketing research that won’t break the bank: apractical guide to getting the information
you need/Alan R. Andreasen; foreword by William A. Smith.—1st ed.
p. cm.—(The Jossey-Bass nonprofit and public management series)
Includes bibliographical references and index.
ISBN 0-7879-6419-0 (alk. paper)
1. Marketing research. I. Title. II. Series.
HF5415.2 .A486 2002
658.8'3—dc21
2002010335
Printed in the United States of America
FIRSTEDITION
HB Printing 10 9 8 7 6 5 4 3 2 1
01Andreasen/FM
8/11/02
3:02 PM
Page vii
The Jossey-Bass
Nonprofit and Public Management Series
01Andreasen/FM
8/11/02
3:02 PM
Page ix
Contents
Foreword
William A. Smith
xiii
Preface
xvii
Acknowledgments
xxiii
The Author
xxv
Part One: Planning a Low-Cost Research Program
1. Myths of MarketingResearch
3
Research Priests and the Low-Budget Manager • Moving
Forward • Organization of the Book • Concluding Comments
2. Planning a Research Program
17
Framing the Research Problem • Looking for Opportunity
• Research Planning • Serendipitous Research: Recognizing
Research Opportunities as You Go • The Decision Opportunity
3. Evaluating Individual Research Projects
43Setting Budgets • Decision-Based Research Budgeting
• When to Resist Research
ix
01Andreasen/FM
x
8/11/02
3:02 PM
Page x
CONTENTS
4. Backward Marketing Research
60
How Research Goes Wrong • Turning the Process on Its Head
• Conclusion
Part Two: Alternative Low-Cost Research Techniques
5. Using Available Data
75
Archives • Internal Archives • External Archives• Conclusion
6. Systematic Observation
107
Collecting Natural Observations • Controlling the Quality
of Natural Observations
7. Low-Cost Experimentation
119
Experimental Design • Types of Experiments • Conclusion
8. Low-Cost Survey Designs
142
Survey Design • Low-Cost Sampling • Other Alternatives
for Asking Questions
Part Three: Making Low-Cost Research Good...
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