The Market Research Process

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

Chapter 2 in A Concise Guide to Market Research, 2014, pp 11-23 from Springer

Abstract: Learning Objectives After reading this chapter, you should understand: How to determine a research design. The differences between, and examples of, exploratory research, descriptive research, and causal research. What causality is. The market research process.

Keywords: Causal research; Descriptive research; Ethnographies; Exploratory research; Focus groups; Hypotheses; Interviews; Lab and field experiments; Observational studies; Scanner data (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (64)

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DOI: 10.1007/978-3-642-53965-7_2

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