Market Research Handbook

Author: None
Publisher:
Publish Date: 2003-01-01
Features: The "Modern Enterprise Marketing Techniques Series" is not a summary of general marketing theories or a compilation of typical marketing practices. Instead, it presents recognized successful marketing methods, classic cases, and effective principles that are acknowledged by both the marketing theory community and practitioners. The series attracts and inherits fundamental theories and the latest research findings in marketing from both domestic and international sources. It studies and adopts the successful experiences of multinational companies, aligns with current trends in marketing, and closely reflects the actual conditions of Chinese enterprises. Each marketing technique in the series is carefully selected and designed, aiming to grasp the core theories and principles of every marketing aspect. Explanations and discussions are provided in an accessible and concise manner, enabling readers to understand and master the content accurately. This book is a practical guide that comprehensively elaborates on market research characteristics, composition, planning of market research, organization of enterprise research, common tools for conducting market research, organization and application of research data, writing of market research reports, and specific research content—customer (client) research, new product development research, product sales status research, and advertising and promotion research, among others. The book lists a wealth of advanced and mature marketing data on consumer behavior from Western markets, offering valuable references for the tiered development of China's consumer market. Unlike previous market research publications, "Market Research Handbook" systematically explains the procedures and content of conducting research from the perspective of "enterprise needs," demonstrating strong practicality and operability.