Market Research Manager Handbook

Author: He Hui
Publisher:
Publish Date: 2002-08-01
Features: In developed countries such as the United States and Japan, market research has become a crucial aspect of the survival and growth of all enterprises. U.S. companies and institutions spend over $10 billion annually on market research, with the amount increasing year by year. Market research firms have flourished and gradually specialized, moving toward professionalism in specific research areas. International renowned companies like (Procter & Gamble), (Motorola), and (/SC Johnson) that have operated in the Chinese market for years, despite their rich experience and successful product lines, still incur over millions of dollars in research expenses annually. Their success is closely tied to their focus on consumer needs and the importance they place on the application of market research in their businesses. Chinese enterprises, due to various reasons, started relatively late in market research but have seen rapid development in recent years. Market research companies have emerged like mushrooms after rain, and some well-known universities have also introduced market research as a specialized field. However, enterprises still need improvement in how they view market research, how to conduct market studies, and how to utilize research findings. This book emphasizes the application of market research in businesses, providing practical insights into the role of research departments within companies, daily work techniques, and drawing on the experiences of renowned international firms. It aims to contribute to the development of scientific market research in Chinese enterprises.