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2. The Market Research Process

  • 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

How do companies design a suitable market research plan? We explore how you can plan, start, and identify the research question that will best guide your market research. Identifying the “right” question is difficult, but we provide several strategies and suggestions to help you quickly identify and formulate a market research process. In addition, we provide a practical overview of the different types of research, including exploratory, descriptive, and causal research; the different research goals and the needs they fulfil, and discuss their different uses and potential research outcomes. We offer guidelines that will help you determine the optimal match between the research question and the type of research design.

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previous chapter Introduction to Market Research
next chapter Data
Title
The Market Research Process
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_2
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