Erhältlich:
Nicht auf Lager
Buch (Hardcover): Fachbuch
Market Research for SMEs
Understanding Customers and Markets with AI Enhanced Methods
Verlag:
Springer Verlag Unsere-Artikel-Nr.: P35015556
EAN: 9783032277640
Erhältlich:
Nicht auf Lager
Zustellung: Di, 27.10.2026
Versand: Kostenlos
-12.1 %
CHF 116.–
CHF 102.–
Beschreibung
A reliable data foundation is the cornerstone of sound management decisions. Market research serves as a vital source of data and insights on customers, competitors, and markets. This book provides a concise and easily understandable guide for practitioners from SMEs, founders, and startups—regardless of industry—on the key aspects of conducting a market research study. Scientifically validated principles of data collection and analysis are presented pragmatically. This enables decision-makers in small and medium-sized enterprises to gain a quick yet thorough understanding of quantitative surveys and qualitative group discussions. From precise research questions to actionable data interpretation, this guide covers it all. Artificial intelligence is integrated throughout the entire market research process presented in this book. It shows how established tools, such as ChatGPT, can be applied effectively across all stages, from developing research questions to data analysis and interpretation. Practical examples demonstrate how AI enhances efficiency and depth of insight while complementing sound methodological thinking. A dedicated section also addresses the opportunities and limitations of AI, ensuring a balanced and practice-oriented perspective.
Spezifikationen
Sprache
- Englisch
Autor
- Wibke Heidig
- Thomas Dobbelstein
Zielgruppe
- Professional/practitioner
Erscheinungsjahr
- 2026
Format
- Buch (Hardcover)
Anzahl Seiten
- 128