Quick Guide Marktforschung im Mittelstand

A reliable data basis is the basis for good management decisions. Market research is an important supplier of data and knowledge about customers, competitors and markets. This book explains in a compact and easy-to-understand manner to practitioners from SMEs, companies and start-ups, irrespective of the industry, which aspects need to be taken into account when conducting a market research study. Scientifically proven basics of data collection and data evaluation are pragmatically conveyed and thus allow decision-makers from SMEs a quick but well-founded insight into the world of quantitative surveys and qualitative group discussions, starting from the precise research question to the action-oriented evaluation of the data.

The contents&bull, Importance of market research in small and medium-sized businesses&bull, Strategic preliminary decisions (including. data origin and data protection)&bull, selection of samples&bull, presentation of selected market research instruments&bull, do&#699,s and don&#699,s in question&bullDescriptive data analysis and interpretation&bull, Targeted derivation of measures&bull, Checklists for questionnaires and group discussions.