Introduction to Market Research

  • Marko Sarstedt
  • Erik Mooi
Part of the Springer Texts in Business and Economics book series (STBE)


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.


Marketing Research Full Service Provider Specialized Service Firms Nielsen Company Collective Turnover 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Further Reading

  1. American Marketing Association at
  2. British Market Research Society at
  3. GreenBook Directory at
  4. Insights Association at

Copyright information

© Springer-Verlag GmbH Germany, part of Springer Nature 2019

Authors and Affiliations

  • Marko Sarstedt
    • 1
  • Erik Mooi
    • 2
  1. 1.Faculty of Economics and ManagementOtto-von-Guericke- University MagdeburgMagdeburgGermany
  2. 2.Department of Management and MarketingThe University of MelbourneParkville, VICAustralia

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