Strategic Preliminary Decisions

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

Chapter 3 in Market Research for SMEs, 2026, pp 13-22 from Springer

Abstract: Abstract This chapter raises awareness of the importance of the data foundation as the starting point for market research. Using practical examples, it explains the differences between primary and secondary market research, qualitative and quantitative market research, as well as cross-sectional and longitudinal analyses. We provide decision criteria for choosing in-house market research or engaging an external market research institute. The chapter concludes with an overview of the opportunities and limitations of using AI in market research.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-032-27765-7_3

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DOI: 10.1007/978-3-032-27765-7_3

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