Market research

Author: Lu Jun
Publisher:
Publish Date: 2003-01-01
Features: A series of textbooks on contemporary marketing disciplines. This book provides a detailed discussion of every step in the market research process. It introduces how to define problems and establish research objectives, design research plans, collect data, conduct field investigations, define measurement standards, design questionnaires, determine sample plans, analyze biases in field data collection, perform predictive analysis in market research, and how to write research reports. Additionally, the book covers the operation of SPSS software. All chapters of the book have been reviewed by market research professionals, with each chapter featuring research windows, exercises, and specific, vivid case discussions. Target Audience: This book can serve as a textbook for undergraduate and graduate students in management-related fields, MBA students, and participants in related disciplines. It is also suitable for training marketing management personnel and market research professionals in enterprises.