"Market Research" Self-Learning Manual

Author: Wang Feng
Publisher:
Publish Date: 2005-11-01
Features: Market research is a theoretically very mature discipline, as well as one that strongly emphasizes practicality. For students who are just stepping into this field, everything is a brand-new beginning. They need to accurately grasp the theoretical knowledge of the discipline while also quickly strengthening and validating their understanding through necessary practical activities. This book is specifically written with the consideration of addressing these issues. Through the teaching highlights, key points, and knowledge structure diagrams in each chapter, students can quickly understand the scope of knowledge they are involved in. Through the practice of review and reflection questions, they can promptly assess their mastery of the content, which are essential components of school education. This book strives to present the core content of market research in a very accessible way, with distinctive features, adhering to the principle of "focusing on research clients." It introduces the concepts and methods of market research from the perspective of learning and mastering them, covering topics such as the basic concepts of market research, common market research methods, the design of research plans, the acquisition, organization, and analysis of market research information, as well as the provision of market research information, among others. This book is suitable for teaching business majors at the junior college and undergraduate levels, and can also be used as a reference for corporate marketing and management personnel.