Market research and market forecasting

Author: Xu Yang
Publisher:
Publish Date: 2005-04-01
Features: This book is a national-level planning teaching material for the "Tenth Five-Year Plan" of general higher education (vocational and technical education), and is also part of the series for the talent training and training project of skilled personnel in higher vocational education. Based on the cultivation of skilled personnel in higher vocational education, the book emphasizes that theory should be "necessary and sufficient," highlighting its applicability, practicality, and specificity. The main content includes: market overview, the principles of market research, technical methods of market research, the principles, steps, result evaluation, and report writing of market forecasting, the application of expert forecasting methods, Delphi method, and indicator forecasting methods, the application of average analysis, moving average, exponential smoothing, and seasonal index methods, regression analysis forecasting, elasticity coefficient forecasting, Markov forecasting, life cycle forecasting, combined forecasting, and grey forecasting methods. At the end of the book, an appendix is provided, introducing statistical analysis software package SPSS and including a correlation coefficient test table commonly used in regression forecasting models. This book can be used as teaching material for marketing majors and other related majors in secondary vocational colleges, higher vocational colleges, adult colleges, private colleges, and secondary vocational colleges of undergraduate universities. It can also be used by students in five-year vocational colleges and secondary vocational schools, as well as by marketing personnel in industries such as business, finance, insurance, and real estate for training or self-study.