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Methods of Market Research

In: Principles of Marketing

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  • Manfred Bruhn

    (Faculty of Business and Economics)

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.

Suggested Citation

  • Manfred Bruhn, 2025. "Methods of Market Research," Springer Books, in: Principles of Marketing, chapter 0, pages 77-110, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-45834-8_4
    DOI: 10.1007/978-3-658-45834-8_4
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