Introduction to Market Research

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

Chapter 1 in A Concise Guide to Market Research, 2019, pp 1-9 from Springer

Abstract: Abstract Market research is key to understanding markets and requires the systematic gathering and interpreting of information about individuals and organizations. This will give you an essential understanding of your customers’ needs, a head start on your competitors, allow you to spot potential problems, and future growth. Drawing on real examples, we show the value of market research, describe its main purposes, and explain how market research differs from marketing research. We explain what makes, or breaks, a successful market research study and describe when market research is most needed. We also provide a description of the different types of market research providers.

Keywords: Marketing Research; Full Service Provider; Specialized Service Firms; Nielsen Company; Collective Turnover (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/978-3-662-56707-4_1

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