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Published in:

2019 | OriginalPaper | Chapter

1. Introduction to Market Research

Authors : Marko Sarstedt, Erik Mooi

Published in: A Concise Guide to Market Research

Publisher: Springer Berlin Heidelberg

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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
Footnotes
1
Roberts et al. (2014) and Hauser (2017) discuss the impact of marketing science tools on marketing practice.
 
Literature
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Roberts, J. H., Kayand, U., & Stremersch, S. (2014). From academic research to marketing practice: Exploring the marketing science value chain. International Journal of Research in Marketing, 31(2), 128–140.
Rouziès, D., & Hulland, J. (2014). Does marketing and sales integration always pay off? Evidence from a social capital perspective. Journal of the Academy of Marketing Science, 42(5), 511–527.CrossRef
Sheth, J. N., Sisodia, R. S. (Eds.). (2006). Does marketing need reform? In J. N. Sheth, & R. S. Sisodia (Eds.), Does marketing need reform? Fresh perspective on the future (pp. 3–12). Armonk, NY: M.E. Sharpe.
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Metadata
Title
Introduction to Market Research
Authors
Marko Sarstedt
Erik Mooi
Copyright Year
2019
Publisher
Springer Berlin Heidelberg
Book
A Concise Guide to Market Research

Print ISBN: 978-3-662-56706-7

Electronic ISBN: 978-3-662-56707-4

Copyright Year: 2019

DOI
https://doi.org/10.1007/978-3-662-56707-4_1