From Research Question to Market Research Project

Thomas Dobbelstein () and Wibke Heidig ()
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Thomas Dobbelstein: Baden-Württemberg Cooperative State University
Wibke Heidig: Albstadt-Sigmaringen University

Chapter 5 in Market Research for SMEs, 2026, pp 31-52 from Springer

Abstract: Abstract In this chapter, you will learn how to ask the right questions and how to use the answers to drive your business forward. It explains why focusing on the methodological foundations of both market research and the subject matter (e.g., customer satisfaction) can prevent you from drawing incorrect conclusions and taking inappropriate actions. Finally, an overview of the entire market research process is provided for planning purposes.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-032-27765-7_5

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DOI: 10.1007/978-3-032-27765-7_5

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