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This chapter looks at market research and how a structured process can be used to gain insights into the market and consumer behavior. Market research is therefore the continuous sparring partner of marketing management. For example, market research can be used to identify new customer needs, quantify market segments, or conduct product tests. The market research process in this chapter is divided into five steps: (1) definition of the market research objective, (2) design of the market research study, (3) data collection, (4) data analysis, and (5) documentation of the market research.

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Market Research

  • 章节

  • 发表日期：

    2026年

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  • Torsten Tomczak,
  • Sven Reinecke,
  • Johanna Gollnhofer

摘要

This chapter looks at market research and how a structured process can be used to gain insights into the market and consumer behavior. Market research is therefore the continuous sparring partner of marketing management. For example, market research can be used to identify new customer needs, quantify market segments, or conduct product tests. The market research process in this chapter is divided into five steps: (1) definition of the market research objective, (2) design of the market research study, (3) data collection, (4) data analysis, and (5) documentation of the market research.