Market Research

Torsten Tomczak (), Sven Reinecke () and Johanna Gollnhofer ()
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Torsten Tomczak: University of St. Gallen, Institute for Customer Insight
Sven Reinecke: University of St. Gallen, Institute for Customer Insight
Johanna Gollnhofer: University of St. Gallen, Institut for Customer Insight

Chapter 3 in Strategic Marketing, 2026, pp 33-44 from Springer

Abstract: Summary This chapter looks at market research and how a structured process can be used to gain insights into the market and consumer behavior. Market research is therefore the continuous sparring partner of marketing management. For example, market research can be used to identify new customer needs, quantify market segments, or conduct product tests. The market research process in this chapter is divided into five steps: (1) definition of the market research objective, (2) design of the market research study, (3) data collection, (4) data analysis, and (5) documentation of the market research.

Date: 2026
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DOI: 10.1007/978-3-658-50577-6_3

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