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Erschienen in:
Buchtitelbild

2019 | OriginalPaper | Buchkapitel

1. Introduction to Market Research

verfasst von : Marko Sarstedt, Erik Mooi

Erschienen in: A Concise Guide to Market Research

Verlag: 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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Fußnoten
1
Roberts et al. (2014) and Hauser (2017) discuss the impact of marketing science tools on marketing practice.
 
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Metadaten
Titel
Introduction to Market Research
verfasst von
Marko Sarstedt
Erik Mooi
Copyright-Jahr
2019
Verlag
Springer Berlin Heidelberg
DOI
https://doi.org/10.1007/978-3-662-56707-4_1