Market research

Author: Wu Yong
Publisher:
Publish Date: 2006-08-01
Features: This book is primarily aimed at cultivating market research personnel, focusing on introducing methods. It features a clear structure, concise content, and is easy to understand. The content includes an overview of market research, market research organizations, market research plans, the content of market research, methods of collecting market research data, sampling methods in market research, questionnaire design, organizing survey data, market research analysis, writing market research reports, comprehensive cases and practical training. In terms of format, it incorporates modules such as "Learning Objectives," "Case Studies," "Chapter Summary," "Core Concepts," "Basic Exercises," and "Concept Application," supplemented by sections like "Fun Facts," "Critical Thinking," and "Mini Cases." The book not only provides an in-depth yet accessible overview of the content system of market research but also includes sufficient hands-on and practical training arrangements, making it particularly suitable as a textbook for marketing majors in vocational colleges and adult universities.