Introduction to Market Research

Marko Sarstedt and Erik Mooi
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Marko Sarstedt: Otto-von-Guericke-Universität
Erik Mooi: University of Melbourne

Chapter 1 in A Concise Guide to Market Research, 2014, pp 1-9 from Springer

Abstract: Learning Objectives After reading this chapter, you should understand: What market and marketing research are and how they differ. How practitioner and academic market(ing) research differ and where they are similar. When market research should be conducted. Who provides market research and the importance of the market research industry.

Keywords: Full service and limited service providers; Market and marketing research; Syndicated data (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-642-53965-7_1

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DOI: 10.1007/978-3-642-53965-7_1

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