Methods of Market Research

Manfred Bruhn ()
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Manfred Bruhn: Faculty of Business and Economics

Chapter Chapter 4 in Principles of Marketing, 2025, pp 77-110 from Springer

Abstract: Abstract This chapter introduces you to typical questions as well as the tasks and various forms of market research. You will learn about the methods of data collection and assess their use in market research, will understand the statistics of sample planning, will engage with statistical methods of data analysis and will learn to apply the classic statistical methods of market forecasting. A particular concern of this chapter is to clarify that the methodology and approach to market research have a significant influence on further marketing planning.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-45834-8_4

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DOI: 10.1007/978-3-658-45834-8_4

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