Abstract
Executing professional market research requires good planning. In this chapter, we introduce the planning of market research projects, starting with identifying and formulating the problem and ending with presenting the findings and the follow-up (see Fig. 2.1). This chapter is also an outline for the chapters to come.
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. – The difference between qualitative and quantitative research.
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Mooi, E., Sarstedt, M. (2010). The Market Research Process. In: A Concise Guide to Market Research. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-12541-6_2
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DOI: https://doi.org/10.1007/978-3-642-12541-6_2
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Online ISBN: 978-3-642-12541-6
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