Market Research and Forecasting

Author: Lei Peili/Yao Fei (editors)
Publisher:
Publish Date: 2004-10-01
Features: This book consists of sixteen chapters and mainly covers four aspects of content:
Introduction: Introduces the concept, significance, current status, and procedures of market research.
Designing a Research Plan: Includes the aspects that should be included in a market research plan and an introduction to several common research methods.
Data Acquisition: Covers the introduction of questionnaire design and sampling techniques.
Data and Market Forecasting: Includes data processing, basic data analysis, differential statistical testing, binary variable correlation and regression analysis, multivariate data analysis, market forecasting, and the writing of market research reports.
This book provides exercises and real-life case studies at the end of each chapter to encourage students to explain, discuss, understand, and master the concepts, theoretical knowledge, and skills introduced. Therefore, the book's features lie in its comprehensive and systematic theoretical foundation, as well as its specific and practical operationality.