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The Market Research Process

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

Abstract

How do companies design a suitable market research plan? We explore how you can plan, start, and identify the research question that will best guide your market research. Identifying the “right” question is difficult, but we provide several strategies and suggestions to help you quickly identify and formulate a market research process. In addition, we provide a practical overview of the different types of research, including exploratory, descriptive, and causal research; the different research goals and the needs they fulfil, and discuss their different uses and potential research outcomes. We offer guidelines that will help you determine the optimal match between the research question and the type of research design.

Keywords

Market Research Process Causal Research Descriptive Research Sales Decrease Aggressive Pricing Policy 
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.

References

  1. Burrows, D. (2014). How to use ethnography for in-depth consumer insight. Marketing Week, May 9, 2014, https://www.marketingweek.com/2014/05/09/how-to-use-ethnography-for-in-depth-consumer-insight/. Accessed 03 May 2018.
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Further Reading

  1. Levitt, S. D., & Dubner, S. J. (2005). Freakonomics. A rogue economist explores the hidden side of everything. New York, NY: HarperCollins.Google Scholar
  2. Levitt, S. D., & Dubner, S. J. (2009). Superfreakonomics. New York, NY: HarperCollins.Google Scholar
  3. Pearl, J. (2009). Causality, models, reasoning, and inference. New York, NY: Cambridge University Press.CrossRefGoogle Scholar

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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