Market Research and Forecasting

Author: Qiang Chun Chai / Country: Mainland China
Publisher:
Publish Date: 2006-07-01
Features: We are in an information society, and an increasing number of enterprises are beginning to recognize the importance of market information for business management and marketing decisions. However, many enterprises find that although they are in an information society, they often feel there is too little useful information, and important information often arrives too late. Searching for information that helps in business decision-making in the vast ocean of information is a challenging task. Market research and forecasting are effective means to address these issues. Their task is to use scientific methods to systematically and efficiently collect and analyze market information, thereby providing a scientific basis for business management and marketing decisions.
The purpose of this book is to systematically introduce the scientific methods of market research and forecasting, enabling readers to gain knowledge and skills in this field. These knowledge and skills include the following aspects:
First, the basic theories of market research. This section explains how market research plays a role in modern corporate strategic decision-making and modern marketing processes, the development status of market research, and the opportunities and challenges it faces in the context of informatization and globalization.
Second, the basic methods of market research and forecasting. This section covers the procedures of market research, the design of research plans, the acquisition of secondary data, the design of questionnaires, scale design, sampling techniques, field research methods and techniques, data processing and analysis techniques, forecasting methods, and the writing of research reports.
Third, the management and practice of market research. This section explains how to plan, organize, coordinate, and control a market research project, introduces the main application types of market research, and describes how to conduct corresponding market research.
This book is primarily aimed at students majoring in marketing and related fields at vocational colleges and technical schools, while also catering to the training and further study needs of junior marketing or market research professionals in enterprises. Considering the characteristics and requirements of the target readers, this book has the following features:
(1) Emphasis on practicality and operability. The main compilers of this textbook have extensive marketing experience, enabling them to provide detailed introductions to each stage of the market research process based on practical needs. Each chapter of the textbook includes practical exercises, one of which runs throughout the book, aiming to help readers practice the knowledge and skills introduced in the textbook. The text is written in an easy-to-understand manner, integrating marketing theory with practical research methods, making it a highly practical textbook with an operational guide and rich information.
(2) Attention to case writing and selection. Each chapter of the textbook includes an introductory case study, and the book selects numerous representative cases from well-known enterprises. Many of these cases are written by the authors based on their practical and teaching experience, using cases to explain the theoretical knowledge and operational methods of market research and forecasting, thereby strengthening the ability of readers to combine theory with practice.
(3) Guidance for further learning. While striving for practicality, the book simplifies advanced theories and complex mathematical calculations in market research and forecasting. It also includes a "Related Links" section to provide appropriate introductions to related knowledge, helping interested readers to delve deeper into the subject.
The compilers of this textbook consist of core faculty members from the Central University of Finance and Economics, Liaoning Economic Management Cadre College, and Beijing City College. Some of these teachers have long been engaged in marketing research work in enterprises, with extensive experience in teaching and research in marketing and market research. Others have long been involved in teaching related courses at vocational colleges and technical schools. The specific writing responsibilities for each chapter are as follows:
Chapter 1 and Chapter 12 were written by Qiang Chun Chai from the School of Business at the Central University of Finance and Economics;
Chapter 2 and Chapter 3 were written by Wang Yuhua from the School of Economics and Management at Beijing City College;
Chapter 4 and Chapter 5 were written by Song Chen from the School of Business at the Central University of Finance and Economics;
Chapter 6 and Chapter 7 were written by Sun Li from Liaoning Economic Management Cadre College;
Chapter 8, Chapter 9, and Chapter 10 were written by Chen Hongwei from Liaoning Economic Management Cadre College;
Chapter 11 was written by Miao Yuexin from the School of Business at the Central University of Finance and Economics.
"The pursuit of knowledge is a lifelong endeavor, and its rewards and shortcomings are known only to the heart." During the writing process of this book, all authors adhered to a spirit of responsibility to readers, carefully considering the arrangement of content, the selection of materials, and the organization of text, striving for excellence. However, the rapidly evolving economy and society we live in, along with the increasing pace of knowledge updates, make it inevitable that omissions may exist in the book. We welcome readers to criticize and correct any errors.