Market research and forecasting

Author: Wang Ruojun
Publisher:
Publish Date: 2006-10-01
Features: This book is written for marketing, e-commerce, and other economic management majors in higher vocational and technical colleges. The book consists of 9 chapters, divided into two parts: Principles and Practices. The Principles part includes: Introduction to Market Research and Forecasting, Basic Methods of Market Research, Processing of Market Research Data, Writing and Using Research Reports, and Basic Methods of Market Forecasting. The Practices part includes: Market Analysis and Enterprise Competitive Research, Consumer and Consumer Market Research, Retail Industry Research, Advertising and Media Research. Each chapter includes learning objectives, reading materials, exercises, practical training questions, as well as cases or appendices. In addition to serving as a textbook for economic management majors in higher vocational and technical colleges, this book is also suitable for training corporate market research personnel.