Market Research Handbook

Author: Han Guangjun
Publisher:
Publish Date: 2003-01-01
Features: The "Modern Enterprise Marketing Skills Series" is not a general summary of marketing theories, nor a compilation of typical marketing practices. Instead, it presents successful marketing methods, classic cases, and proven principles widely recognized by scholars in the field of marketing and business operators. The series incorporates fundamental theories and cutting-edge research findings from marketing studies both domestically and internationally, draws upon the successful experiences of multinational corporations, aligns with current trends in marketing, and closely reflects the actual conditions of enterprises in China. Each marketing technique in the series is carefully selected and designed, focusing on the core theories and principles of every marketing aspect. The explanations are presented in an accessible manner, breaking down concepts into clear, concise entries to help readers understand and master them accurately. This book is a practical guide, featuring over 250 entries that comprehensively explain the characteristics and composition of market research, the development of market research plans, the organization of enterprise research teams, common tools for conducting market research, the collection and application of research data, the writing of market research reports, and specific research content such as customer (client) research, new product development research, product sales status research, and advertising and promotion research. The book lists extensive advanced and mature marketing data on consumer behavior from Western markets, providing valuable references for the step-by-step development of China's consumer market. Unlike previous market research publications, "Market Research Handbook" systematically elaborates on the procedures and content of conducting research from the perspective of "enterprise needs," offering strong practicality and operability.