Market research

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. Readers with no prior knowledge in this area can easily get started after following the guidance in this book. The book provides a straightforward introduction to the fundamental 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 international internet, online databases, and customer satisfaction surveys.