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The Market Research Process

In: Market Research

Author

Listed:
  • Erik Mooi

    (University of Melbourne)

  • Marko Sarstedt

    (Otto-von-Guericke-University)

  • Irma Mooi-Reci

    (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

  • Erik Mooi & Marko Sarstedt & Irma Mooi-Reci, 2018. "The Market Research Process," Springer Texts in Business and Economics, in: Market Research, chapter 2, pages 11-25, Springer.
    • Handle: RePEc:spr:sptchp:978-981-10-5218-7_2
    DOI: 10.1007/978-981-10-5218-7_2
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    Cited by:

    1. Bruno Duarte Abreu Freitas & Ruth Sofia Contreras-Espinosa & Pedro à lvaro Pereira Correia, 2020. "Sponsoring Esports to Improve Brand Image," Scientific Annals of Economics and Business (continues Analele Stiintifice), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 67(4), pages 495-515, December.
    2. Cuong Van Hoang & Tuyen Quang Tran & Yen Hai Thi Nguyen & Lan Thanh Nguyen, 2020. "Forest resources and household welfare: Empirical evidence from North Central Vietnam," Natural Resources Forum, Blackwell Publishing, vol. 44(4), pages 311-333, November.
    3. Chang-Seong Kim & Maimoona Raza & Jin-Yong Lee & Heejung Kim & Chanhyeok Jeon & Bora Kim & Jeong-Woo Kim & Rak-Hyeon Kim, 2020. "Factors Controlling the Spatial Distribution and Temporal Trend of Nationwide Groundwater Quality in Korea," Sustainability, MDPI, vol. 12(23), pages 1-18, November.
    4. Jacqueline Moodley, 2021. "Heterogeneity in Disability and the Quality of Life of South African Children," Child Indicators Research, Springer;The International Society of Child Indicators (ISCI), vol. 14(3), pages 1227-1249, June.
    5. Dominguez-Torres, Helena & Hierro, Luis Ángel, 2020. "Are there monetary clusters in the Eurozone? The impact of ECB policy," Journal of Policy Modeling, Elsevier, vol. 42(1), pages 56-76.
    6. Pundziene, Asta & Sermontyte-Baniule, Rima & Rialp-Criado, Josep & Chesbrough, Henry, 2023. "Indirect effect of open innovation on clinical and economic value creation in digital healthcare: A comparative study of European countries," Journal of Business Research, Elsevier, vol. 159(C).
    7. 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.
    8. Lili Sun & Jong-Woo Jun, 2022. "Effects of Hallyu on Chinese Consumers: A Focus on Remote Acculturation," Sustainability, MDPI, vol. 14(5), pages 1-23, March.
    9. Jesús Antonio López Cabrera & Francisco Gabriel Villarreal & Diego Cardoso López, 2023. "Una propuesta de medición de la inclusión financiera en México," Remef - Revista Mexicana de Economía y Finanzas Nueva Época REMEF (The Mexican Journal of Economics and Finance), Instituto Mexicano de Ejecutivos de Finanzas, IMEF, vol. 18(3), pages 1-41, Julio - S.
    10. Fink, Klaus, 2020. "Cognitive assistance systems for manual assembly throughout the German manufacturing industry," Journal of Applied Leadership and Management, Hochschule Kempten - University of Applied Sciences, Professional School of Business & Technology, vol. 8, pages 38-53.
    11. Manh‐Tien Bui & Thai‐Ha Le & Donghyun Park, 2023. "Impacts of fiscal decentralization on local development in Vietnam: A disaggregated analysis," Economics of Transition and Institutional Change, John Wiley & Sons, vol. 31(1), pages 3-31, January.
    12. Wittenstein, Daniel, 2020. "Champions of digital transformation? The dynamic capabilities of hidden champions," ZEW Discussion Papers 20-065, ZEW - Leibniz Centre for European Economic Research.
    13. Colin O'Reilly & Ryan H. Murphy, 2022. "An Index Measuring State Capacity, 1789–2018," Economica, London School of Economics and Political Science, vol. 89(355), pages 713-745, July.
    14. Canan Yildirim & Adnan Kasman, 2021. "Market power evolution and convergence in European banking: An empirical note," Bulletin of Economic Research, Wiley Blackwell, vol. 73(4), pages 535-544, October.
    15. Muhammad Irfan & Muhammad Shaukat Malik & Syeda Khadija Zubair, 2022. "Impact of Vlog Marketing on Consumer Travel Intent and Consumer Purchase Intent With the Moderating Role of Destination Image and Ease of Travel," SAGE Open, , vol. 12(2), pages 21582440221, May.
    16. Beksahn Jang & Liwen Zeng, 2022. "Extending the stereotype content model of racial attitudes among college freshmen," Social Science Quarterly, Southwestern Social Science Association, vol. 103(6), pages 1489-1506, November.
    17. Samal Kaliyeva & Francisco Jose Areal & Yiorgos Gadanakis, 2021. "Would Kazakh Citizens Support a Milk Co-Operative System?," Agriculture, MDPI, vol. 11(7), pages 1-19, July.
    18. Shiaw Tong Ha & May Chiun Lo & Mohamad Kadim Suaidi & Abang Azlan Mohamad & Zaidi Bin Razak, 2021. "Knowledge Management Process, Entrepreneurial Orientation, and Performance in SMEs: Evidence from an Emerging Economy," Sustainability, MDPI, vol. 13(17), pages 1-15, August.
    19. 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.
    20. Hoang Van, Cuong Van & Tran Quang, Tuyen & Nguyen Thi, Yen & Lan Nguyen, Thanh, 2019. "A propensity score matching analysis of the relationship between forest resources and household welfare in Vietnam," MPRA Paper 100105, University Library of Munich, Germany, revised 28 Apr 2020.
    21. 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.
    22. Torres, Ariana P., . "Research Report: For Young Americans, Sustainable Is Not Organic," Journal of Food Distribution Research, Food Distribution Research Society, vol. 51(1).

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