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Introduction to Market Research

In: A Concise Guide to Market Research

Author

Listed:
  • Marko Sarstedt

    (Otto-von-Guericke- University Magdeburg)

  • Erik Mooi

    (The University of Melbourne)

Abstract

Market research is key to understanding markets and requires the systematic gathering and interpreting of information about individuals and organizations. This will give you an essential understanding of your customers’ needs, a head start on your competitors, allow you to spot potential problems, and future growth. Drawing on real examples, we show the value of market research, describe its main purposes, and explain how market research differs from marketing research. We explain what makes, or breaks, a successful market research study and describe when market research is most needed. We also provide a description of the different types of market research providers.

Suggested Citation

  • Marko Sarstedt & Erik Mooi, 2019. "Introduction to Market Research," Springer Texts in Business and Economics, in: A Concise Guide to Market Research, edition 3, chapter 1, pages 1-9, Springer.
    • Handle: RePEc:spr:sptchp:978-3-662-56707-4_1
    DOI: 10.1007/978-3-662-56707-4_1
    as

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