Marketing Classics from the Kewen Western Business Library: Market Research - Planning, Methods, and Evaluation

Author: Paul Hegarty
Publisher:
Publish Date: 2000-03-01
Features: This book makes market research simple and easy to operate through clear, concise explanations and suggestions, as well as case studies from real-life practice. Even readers with no prior knowledge in this field can easily get started after following the guidance in this book. The book provides a straightforward introduction to the basic knowledge and skills of market research, including the formulation of market research plans, desk research, qualitative and quantitative research, sampling, questionnaire design, data collection and analysis, etc. It also elaborates on and predicts new developments in market research, such as the development and utilization of the Internet, online databases, customer satisfaction surveys, etc.