Market research and forecasting

Author: Li Guirong
Publisher:
Publish Date: 2004-08-01
Features: This book is suitable as a textbook for market research and market forecasting courses in marketing, economic management, and business management at vocational colleges and universities. It can also serve as a textbook for undergraduate students in non-economic majors, as in-service training material for marketing professionals in enterprises, as a reference book for on-the-job use, and as a reference for market research work. It is particularly suitable as a textbook for higher vocational education (general higher education). The book is divided into two parts. The first part focuses on explaining the basic concepts and functions of market research and introducing practical survey methods, aiming to cultivate students' awareness of market research and practical work skills. The second part introduces various commonly used market forecasting methods, emphasizing the analysis and application of forecasting results to develop students' analytical and judgmental abilities. To help readers understand the situation of market research in the international market, the market research section strengthens the introduction of the market research practices and specific approaches of some foreign companies. To cultivate students' practical abilities, the book emphasizes the explanation of operational techniques. To enhance students' comprehensive qualities, the book includes practical exercises, hands-on operations, and case analysis questions in the review and reflection questions at the end of each chapter. In the forecasting section, the review and reflection questions primarily use the method of multiple solutions to improve students' practical forecasting skills, while also facilitating teachers in organizing teaching practice and conducting classroom discussions. To assist enterprises in carrying out market research activities, the book adds explanations of specific work content, such as the preparation of market research planning documents for advertising companies, the writing of market research outlines by enterprises, the content of market research reports, and the explanation of specific market research methods and information collection work. To cater to students' actual levels and users' habits, the book emphasizes the simplicity of the language. Therefore,