Market research

Author: Xu Yihong et al. (Editor-in-Chief)
Publisher:
Publish Date: 2006-08-01
Features: Market research is a crucial tool for providing decision-making support and enhancing corporate competitiveness. This book systematically elaborates on the fundamental concepts, principles, and practical methods of market research, as well as the latest market research technologies both domestically and internationally. The main contents include: an overview of marketing research, research planning, data collection, online research, questionnaire design, attitude measurement techniques, sampling research techniques, data processing and basic analysis, advanced analytical methods for research data, commonly used statistical analysis software in research (SPSS, SAS, and STATISTICA), research reports, marketing research practice, and market forecasting and decision-making. This book can serve as a textbook for undergraduate courses in economics and management-related disciplines at universities and colleges, as well as a reference for graduate and associate degree students. Additionally, it is suitable for adult colleges, on-the-job training programs, and as a self-study and practical reference for professionals in market research agencies, management consulting firms, and advertising companies.