Market Research Methods and Techniques

Author: Jian Ming et al.
Publisher:
Publish Date: 2004-05-01
Features: The authors of this book have made a new attempt in writing market research methods and techniques textbooks by referring to a large number of references and combining their own practical experience in teaching, research, and survey projects. The book has the following main features:
1. Combination of basic market research methods and their application. Chapters 1–9 systematically introduce the basic methods and techniques of market research, highlighting the conditions and context of their application in the introduction of these methods. Chapters 10–13 focus on the application of basic market research methods and techniques in corporate strategic research, product research, advertising research, and satisfaction research.
2. Combination of market research theory and practical operations. While providing detailed introductions to market research theory, the book also incorporates practical knowledge of market research operations, such as selecting the timing for surveys, bidding for market research projects, quality monitoring during the interview process, and data coding and entry—essential aspects of market research that are often overlooked due to their theoretical nature.
3. Integration of survey techniques and computer technology. Using computers for data analysis is a crucial condition for the widespread application of market research. The book introduces the use of three commonly used statistical analysis software—SPSS, SAS, and STATISTICA—in market research. Each chapter includes a summary that provides an overview of the content, helping teachers grasp the key teaching points. Additionally, each chapter is accompanied by discussion questions to help students deepen their understanding through practice. When selecting discussion questions, we paid special attention to their novelty and practicality, with some derived from the authors' recent participation in real survey projects. This book can serve as a textbook for students majoring in statistics, economic management, and finance to study market research, as well as a reference tool for market researchers, marketers, and business managers.