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.
Electronic supplementary material
The online version of this chapter (https://doi.org/10.1007/978-3-662-56707-4_2) contains additional material that is available to authorized users. You can also download the “Springer Nature More Media App” from the iOS or Android App Store to stream the videos and scan the image containing the “Play button”.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
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.
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.
Gneezy, A. (2017). Field experimentation in marketing research. Journal of Marketing Research, 54(1), 140–143.
Huff, D. (1993). How to lie with statistics. New York, NJ: W. W. Norton & Company.
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.
Vigen, T. (2015). Spurious correlations. New York, NJ: Hachette Books.
Further Reading
Claritas MyBestSegments at https://segmentationsolutions.nielsen.com/mybestsegments/
Levitt, S. D., & Dubner, S. J. (2005). Freakonomics. A rogue economist explores the hidden side of everything. New York, NY: HarperCollins.
Levitt, S. D., & Dubner, S. J. (2009). Superfreakonomics. New York, NY: HarperCollins.
Nielsen Retail Measurement at http://www.nielsen.com/us/en/solutions/measurement/retailmeasurement.html
Pearl, J. (2009). Causality, models, reasoning, and inference. New York, NY: Cambridge University Press.
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2019 Springer-Verlag GmbH Germany, part of Springer Nature
About this chapter
Cite this chapter
Sarstedt, M., Mooi, E. (2019). The Market Research Process. In: A Concise Guide to Market Research. Springer Texts in Business and Economics. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-56707-4_2
Download citation
DOI: https://doi.org/10.1007/978-3-662-56707-4_2
Published:
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-662-56706-7
Online ISBN: 978-3-662-56707-4
eBook Packages: Business and ManagementBusiness and Management (R0)