Market Research Tutorial

Author: Liu Dehuan
Publisher:
Publish Date: 2005-01-01
Features: Market research is the activity of using scientific methods to collect, record, organize, and analyze market-related information in a purposeful, planned, systematic, and objective manner, thereby understanding the current state and trends of market development and providing reliable and scientific basis for business decisions. The accuracy and reliability of the information obtained from market research have a crucial impact on the correctness of business decisions and an immeasurable role in the "viability" of businesses. Therefore, every step in market research is of great significance to businesses. In modern society, in addition to businesses conducting market research, many other organizations, such as news agencies, academic research institutions, and policy departments, also conduct surveys, which can be referred to as social surveys. In other words, research and investigation can also be the lifeline of academic activities, news, and policies. The survey industry in China is still in its early stages, and in the process of market economic development, some large modern government or private survey institutions will certainly emerge. They will possess modern statistical tools, survey methods, nationwide business networks, and modern management. Whether it is market research or social research, the principles are the same, and the specific operational procedures and methods are largely similar. In this book, the "market research" discussed actually includes market research conducted by enterprises themselves as well as commercial market research agencies and social research. For the sake of clarity, it is noted here that the terms "survey" and "market research" used in the text are essentially interchangeable.