Modern Market Research and Forecasting: A Classic Series Textbook for Economics and Management Core Courses in Universities in the 21st Century

Author: Ma Lianfu
Publisher:
Publish Date: 2005-01-01
Features: The content of this book mainly includes the necessity and sufficiency of market research, the basic connotation of market research, market research planning, research methods, research approaches, the design of research questionnaires, the organization and analysis of research data, the basic principles and methods of market forecasting, and market information systems. The book extensively introduces the cutting-edge theories and practical methods of contemporary market research and forecasting, integrating them with corporate marketing management practices. It includes numerous successful and unsuccessful marketing research cases, offering profound insights. Specific content includes: the importance and basic connotation of market research and forecasting, as well as the planning, methods, and techniques of market research and forecasting. The design of marketing research questionnaires, the organization of research results, and the writing of research reports are also covered. The book is structured to first present problems, then introduce methods, and finally analyze and solve problems, demonstrating strong creativity. Target Audience: Undergraduate and graduate students and faculty in business administration and marketing majors, corporate management personnel, and government officials.