This textbook imparts the essential terms and methods of market research in a compact form. It is divided into three parts: methodological foundations, fields of application, and analysis and documentation of market research results. The completely revised new edition includes a new chapter on "price research" and addresses the significance of digitalization and automation in market research.

Autorentext

Jörg Koch, Florian Riedmüller, Nuremberg Institute of Technology, Germany