Marketing Research (Marketing Major) Northeast University of Finance and Economics Press

Author: Zhang Gengmiao
Publisher:
Publish Date: 2002-04-19
Features: The book is divided into 12 chapters, comprehensively introducing the concept of marketing research and its role in corporate marketing, marketing information systems, methods of marketing research and processing research information, demand forecasting methods, research on various decision-making problems in the marketing process, marketing research organization design, and research ethics. Compared to other similar textbooks, this textbook has the following three distinctive features:
1. A new textbook content system has been established. In accordance with the requirements of "New Textbook System," learning objectives, small reflections, examples, cases, and supplementary reading materials have been added to the system, making it easier for readers to focus on learning objectives during the learning process. Through repeated reflection and practice, readers can master the required knowledge, and it also facilitates further in-depth understanding of related learning content.
2. The discipline of marketing research has been systematically structured. By categorizing the research content of marketing research into three aspects—marketing research systems, marketing research techniques, and marketing research content—readers can better understand the basic framework of marketing research and clarify the various complex issues involved in marketing.
3. The content of marketing research has been comprehensively introduced. According to the requirements of marketing decision-making, the content of marketing research has been divided into two main parts: marketing basic research and marketing factor research. The textbook systematically introduces the research issues and commonly used research methods in both parts.