Market research and market forecasting

Author: Xu Yang
Publisher:
Publish Date: 2004-02-01
Features: This book is a planned teaching material for higher vocational and community colleges under the Ministry of Education. It is written according to the "Talent Cultivation Objectives and Basic Specifications for Marketing Majors in Higher Vocational and Community College Education." The book consists of 8 chapters, including: Overview of the Market; Principles and Technical Methods of Market Research; Principles of Market Forecasting; Non-Model Forecasting; Time Series Forecasting; Regression Analysis Forecasting; and Comprehensive Forecasting. An appendix is provided at the end of the book, offering a brief introduction to the widely used and mature time series forecasting software package TSP. To meet the needs of cultivating students' self-learning and practical operation skills, and to emphasize training in practical skills, the book selectively organizes and integrates traditional textbook content, focuses on case analysis, increases the weight of case studies, and strives to highlight adaptability, practicality, and targeting. At the same time, in terms of format design, it strictly adheres to the unified requirements of planned teaching materials for higher vocational and community colleges, including setting learning objectives for each chapter, summaries, reflection questions, and exercises at the end of each chapter. The book has made active efforts to ensure moderate content, clear focus, easy-to-understand language, and concise expression, achieving positive results. This textbook is suitable for use in marketing majors at higher vocational, community colleges, and adult education institutions, as well as for other business and economics majors. It can also serve as a training textbook or self-study guide for relevant practitioners.