Market research

Author: Yu Ping
Publisher:
Publish Date: 2002-09-01
Features: World-renowned marketing master Philip Kotler pointed out in his book "Marketing Management" that market research is an orderly and thoughtfully considered process of studying the market and planning. It begins with market research, then recognizes the patterns of market changes, identifies market development opportunities, seeks unsatisfied market needs, and on this basis, plans corporate marketing strategies and tactics. The content of this book includes basic questions of market research, general introduction, organization of market research, basic scope and workflow of market research, fields of market research, industry environment research, market demand research, competitor research and enterprise competitive situation analysis, marketing mix element research and analysis, market information data collection methods, secondary data collection, sampling surveys, questionnaire surveys, interview surveys, experimental research, field research and expert research, market data sorting, analysis, forecasting, and reporting, survey data sorting, basic analytical indicators of market research data, market qualitative forecasting, time series analysis and forecasting, regression analysis and forecasting, and market research report writing.