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The Market Research Process

In: A Concise Guide to Market Research

Author

Listed:
  • Marko Sarstedt

    (Otto-von-Guericke- University Magdeburg)

  • Erik Mooi

    (The University of Melbourne)

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.

Suggested Citation

  • Marko Sarstedt & Erik Mooi, 2019. "The Market Research Process," Springer Texts in Business and Economics, in: A Concise Guide to Market Research, edition 3, chapter 2, pages 11-24, Springer.
    • Handle: RePEc:spr:sptchp:978-3-662-56707-4_2
    DOI: 10.1007/978-3-662-56707-4_2
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    Cited by:

    1. Anzel van den Bergh-Lindeque & Sune Ferreira-Schenk & Zandri Dickason-Koekemoer, 2021. "Individual Investor Risk Tolerance from a Behavioural Finance Perspective in Gauteng, South Africa," International Journal of Economics and Financial Issues, Econjournals, vol. 11(4), pages 53-65.
    2. Mahfuzur Rahman & Che Ruhana Isa & Muhammad Mehedi Masud & Moniruzzaman Sarker & Nazreen T. Chowdhury, 2021. "The role of financial behaviour, financial literacy, and financial stress in explaining the financial well-being of B40 group in Malaysia," Future Business Journal, Springer, vol. 7(1), pages 1-18, December.
    3. Robertson, Jeandri & Caruana, Albert & Ferreira, Caitlin, 2023. "Innovation performance: The effect of knowledge-based dynamic capabilities in cross-country innovation ecosystems," International Business Review, Elsevier, vol. 32(2).
    4. Marko Sarstedt & Jun-Hwa Cheah, 2019. "Partial least squares structural equation modeling using SmartPLS: a software review," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(3), pages 196-202, September.
    5. Telma Mendes & Carina Silva & Alexandra Braga, 2023. "Dancing with Giants: A Unified Framework for Cooperation Networks, Speed of Internationalisation, and Performance," Sustainability, MDPI, vol. 15(3), pages 1-32, January.
    6. Sarker, Moniruzzaman & Mohd-Any, Amrul Asraf & Kamarulzaman, Yusniza, 2021. "Validating a consumer-based service brand equity (CBSBE) model in the airline industry," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    7. Rafael Sancho-Zamora & Isidro Peña-García & Santiago Gutiérrez-Broncano & Felipe Hernández-Perlines, 2021. "Moderating Effect of Proactivity on Firm Absorptive Capacity and Performance: Empirical Evidence from Spanish Firms," Mathematics, MDPI, vol. 9(17), pages 1-15, August.
    8. Ferrarese, Moreno & Loner, Enzo & Pulina, Manuela, 2021. "Demand, business profitability and competitiveness in the cableway system: A multidimensional framework," Research in Transportation Economics, Elsevier, vol. 90(C).
    9. Tomáš Gajdošík, 2020. "Smart tourists as a profiling market segment: Implications for DMOs," Tourism Economics, , vol. 26(6), pages 1042-1062, September.
    10. Todorović Jadranka Đurović & Đorđević Marina & Krstić Marko, 2020. "The Impact of Corporate Income Tax on Gross Domestic Product - The Case of the Republic of Serbia," Economic Themes, Sciendo, vol. 58(3), pages 311-326, September.
    11. Basco, Rodrigo & Hair, Joseph F. & Ringle, Christian M. & Sarstedt, Marko, 2022. "Advancing family business research through modeling nonlinear relationships: Comparing PLS-SEM and multiple regression," Journal of Family Business Strategy, Elsevier, vol. 13(3).
    12. Maurice Doyon & Stéphane Bergeron & Jacinthe Cloutier, 2022. "Analyse des préférences des résidents-propriétaires de la ville de Québec pour l’aménagement de bassins de rétention à proximité," CIRANO Working Papers 2022s-17, CIRANO.
    13. Sarstedt, Marko & Hair, Joseph F. & Cheah, Jun-Hwa & Becker, Jan-Michael & Ringle, Christian M., 2019. "How to specify, estimate, and validate higher-order constructs in PLS-SEM," Australasian marketing journal, Elsevier, vol. 27(3), pages 197-211.
    14. Agnė Gadeikienė & Laura Šalčiuvienė & Jūratė Banytė & Aistė Dovalienė & Mindaugas Kavaliauskas & Žaneta Piligrimienė, 2021. "Emerging Consumer Healthy Lifestyles in Lithuania," Sustainability, MDPI, vol. 13(18), pages 1-23, September.
    15. Stephanie Schwipper & Severine Peche & Gertrud Schmitz, 2020. "Mobile Location-Based Services’ Value-in-Use in Inner Cities: Do a Customer’s Shopping Patterns, Prior User Experience, and Sales Promotions Matter?," Schmalenbach Business Review, Springer;Schmalenbach-Gesellschaft, vol. 72(4), pages 511-564, October.
    16. Safura M. Kallier Tar & Johannes A Wiid, 2021. "Consumer perceptions of real-time marketing used in campaigns for retail businesses," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(2), pages 86-105, March.
    17. Bárbara Sofía Pasaco-González & Ana María Campón-Cerro & Ana Moreno-Lobato & Elena Sánchez-Vargas, 2023. "The Role of Demographics and Previous Experience in Tourists’ Experiential Perceptions," Sustainability, MDPI, vol. 15(4), pages 1-17, February.
    18. Marko Sarstedt & Christian M Ringle & Jun-Hwa Cheah & Hiram Ting & Ovidiu I Moisescu & Lacramioara Radomir, 2020. "Structural model robustness checks in PLS-SEM," Tourism Economics, , vol. 26(4), pages 531-554, June.
    19. Donnelly, Shannon & Gee, Liz & Silva, Emmanuel Sirimal, 2020. "UK mid-market department stores: Is fashion product assortment one key to regaining competitive advantage?," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    20. Liying He & Kamisah Ismail, 2023. "Do staff capacity and performance-based budgeting improve organisational performance? Empirical evidence from Chinese public universities," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-16, December.

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