Market Research Complete Handbook

Author: Zhang Zili
Publisher:
Publish Date: 2003-01-01
Features: In developed market economies, market research and market analysis have always been highly recognized and widely applied, and have formed a set of effective methods, techniques, and standards in practice. This book provides a detailed discussion on all aspects of market research, particularly noteworthy is the introduction of many practical methods in a clear and accessible way, teaching you how to conduct market research. Modern society increasingly emphasizes marketing efforts, and the key to marketing is to do well in market research. This book introduces the most commonly used market research methods: face-to-face interviews, telephone interviews, focus groups, hall tests and in-home tests, mail surveys, experimental research methods, observation methods, Delphi method, etc., comprehensive and practical. The book also discusses data collection methods, the selection of market research agencies, and the writing process of market research reports. Finally, the book provides an example of a consumer product market research case. The book is comprehensive and practical, with strong operationality.