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1. Introduction to Market Research

  • 2018
  • OriginalPaper
  • Chapter
Published in:
Authors
Erik Mooi
Marko Sarstedt
Irma Mooi-Reci
Published in
Market Research
Publisher
Springer Singapore

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Abstract

Market research is key to understanding markets and requires the systematic gathering and interpreting of information about individuals and organizations. This will give you an essential understanding of your customers’ needs, a head start on your competitors, allow you to spot potential problems, and future growth. Drawing on real examples, we show the value of market research, describe its main purposes, and explain how market research differs from marketing research. We explain what makes, or breaks, a successful market research study and describe when market research is most needed. We also provide a description of the different types of market research providers.

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next chapter The Market Research Process
Title
Introduction to Market Research
Authors
Erik Mooi
Marko Sarstedt
Irma Mooi-Reci
Copyright Year
2018
Publisher
Springer Singapore
Book
Market Research

Print ISBN: 978-981-10-5217-0

Electronic ISBN: 978-981-10-5218-7

Copyright Year: 2018

DOI
https://doi.org/10.1007/978-981-10-5218-7_1
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