Market Research for SMEs

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

in Management for Professionals from Springer

Date: 2026
ISBN: 978-3-032-27765-7
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Chapters in this book:

Ch 1 The Importance of Market Research for Small and Medium-Sized Enterprises

Thomas Dobbelstein and Wibke Heidig

Ch 2 The Growing Importance of Artificial Intelligence in Market Research

Thomas Dobbelstein and Wibke Heidig

Ch 3 Strategic Preliminary Decisions

Thomas Dobbelstein and Wibke Heidig

Ch 4 Data Protection and Market Research Ethics

Thomas Dobbelstein and Wibke Heidig

Ch 5 From Research Question to Market Research Project

Thomas Dobbelstein and Wibke Heidig

Ch 6 From Population to Sample

Thomas Dobbelstein and Wibke Heidig

Ch 7 Selection and Design of the Questionnaire

Thomas Dobbelstein and Wibke Heidig

Ch 8 Selection and Design of Group Discussions

Thomas Dobbelstein and Wibke Heidig

Ch 9 From Data Analysis to Results Presentation

Thomas Dobbelstein and Wibke Heidig

Ch 10 Checklists for Surveys, Focus Groups, and AI in Market Research

Thomas Dobbelstein and Wibke Heidig

Ch 11 Conclusion on Market Research in Small and Medium-Sized Enterprises

Thomas Dobbelstein and Wibke Heidig

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

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