Market Research (Higher Vocational and Technical Colleges)

Author: Wang Feng
Publisher:
Publish Date: 2006-03-10
Features: In the process of compiling this textbook, we have particularly emphasized the following aspects:
First, the content system is arranged in line with the goal of cultivating applied talents in higher vocational and technical education, highlighting its targeted nature.
Second, we consulted and understood the needs of both graduated students and current students, adhering to students' cognitive patterns, and organized the content in the order of market research overview, market research techniques, the organization and analysis of market research data, and the provision of market research reports, emphasizing logical coherence.
Third, theoretical explanations are combined with case analyses, and each chapter includes key takeaways, cases, small notes, reminders, and tips, highlighting practicality.
Fourth, in terms of content, we pay attention to absorbing new achievements from related disciplines, emphasizing novelty. Based on practical needs, we have arranged twelve chapters of content. Each chapter lists a knowledge map summarizing the key teaching points and basic knowledge of each chapter, enabling students to grasp the scope of their knowledge in the shortest time. Through case analyses and practical training, students can promptly assess their mastery of the relevant content, allowing the learned knowledge to be integrated and applied flexibly.
This book is part of the higher vocational and technical business and economics series textbooks. It introduces the concept of market research from the perspective of learning and mastering market research theory and methods. The content covers basic concepts of market research, common market research methods, the design of research plans, the acquisition, organization, and analysis of market research data, as well as the provision of market research information, among many other aspects. It is suitable for teaching students of business majors at junior college and undergraduate levels, and can also be used as a reference for marketing management personnel in enterprises.