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The Market Research Process

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A Concise Guide to Market Research

Part of the book series: Springer Texts in Business and Economics ((STBE))

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.

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References

  • Feiereisen, S., Wong, V., & Broderick, A. J. (2008). Analogies and mental simulations in learning for really new products: The role of visual attention. Journal of Product Innovation Management, 25(6), 593–607.

    Article  Google Scholar 

  • Huff, D. (1993). How to lie with statistics. New York, NY: W. W. Norton & Company.

    Google Scholar 

  • Larson, J. S., Bradlow, E. T., & Fader, P. S. (2005). An exploratory look at supermarket shopping paths. International Journal of Research in Marketing, 22(4), 395–414. http://papers.ssrn.com/sol3/papers.cfm?abstract_id=723821.

    Article  Google Scholar 

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Author information

Authors and Affiliations

  1. Faculty of Economics and Management, Otto-von-Guericke-Universität, Magdeburg, Germany

    Marko Sarstedt

  2. Faculty of Business and Law, University of Newcastle, Callaghan, Australia

    Marko Sarstedt

  3. Faculty of Business and Economics, University of Melbourne, Parkville, Victoria, Australia

    Erik Mooi

  4. Aston Business School, University of Aston, Birmingham, UK

    Erik Mooi

Authors
  1. Marko Sarstedt
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  2. Erik Mooi
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© 2014 Springer-Verlag Berlin Heidelberg

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Sarstedt, M., Mooi, E. (2014). The Market Research Process. In: A Concise Guide to Market Research. Springer Texts in Business and Economics. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-53965-7_2

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