Introduction to Market Research

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

Learning Objectives

After reading this chapter, you should understand:

  • What market and marketing research are and how they differ.

  • How practitioner and academic market(ing) research differ and where they are similar.

  • When market research should be conducted.

  • Who provides market research and the importance of the market research industry.


Full service and limited service providers Market and marketing research Syndicated data 


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  2. Honomichl, J. (2013). 2013 Honomichl Top 50. Marketing News 47(August), 20–58.Google Scholar
  3. Lee, N., & Greenley, G. (2010). The theory-practice divide: Thoughts from the editors and senior advisory board of EJM. European Journal of Marketing, 44(1/2), 5–20.CrossRefGoogle Scholar
  4. Reibstein, D. J., Day, G., & Wind, J. (2009). Guest editorial: Is marketing academia losing its way? Journal of Marketing, 73(4), 1–3.CrossRefGoogle Scholar
  5. Rouziès, D., & Hulland, J. (2014). Does marketing and sales integration always pay off? Evidence from a social capital perspective. Journal of the Academy of Marketing Science (in press).Google Scholar
  6. Sheth J. N., & Sisodia, R. S. (Eds.) (2006). Does marketing need reform? In Does marketing need reform? Fresh perspective on the future. Armonk, NY: M.E. Sharpe.Google Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2014

Authors and Affiliations

  • Marko Sarstedt
    • 1
    • 2
  • Erik Mooi
    • 3
    • 4
  1. 1.Faculty of Economics and ManagementOtto-von-Guericke-UniversitätMagdeburgGermany
  2. 2.Faculty of Business and LawUniversity of NewcastleCallaghanAustralia
  3. 3.Faculty of Business and EconomicsUniversity of MelbourneParkvilleAustralia
  4. 4.Aston Business SchoolUniversity of AstonBirminghamUK

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