Market Research for SMEs: Understanding Customers and Markets with AI Enhanced Methods
暫譯: 中小企業市場研究：利用AI增強方法理解客戶與市場

Dobbelstein, Thomas, Heidig, Wibke

Market Research for SMEs: Understanding Customers and Markets with AI Enhanced Methods
  • 出版商: Springer
  • 出版日期: 2026-07-03
  • 售價: $4,340
  • 貴賓價: 9.5 折 $4,123
  • 語言: 英文
  • 頁數: 128
  • 裝訂: Hardcover - also called cloth, retail trade, or trade
  • ISBN: 3032277647
  • ISBN-13: 9783032277640
  • 相關分類: 行銷/網路行銷 Marketing

    • 海外代購書籍(需單獨結帳)

商品描述

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.

商品描述(中文翻譯)

可靠的數據基礎是健全管理決策的基石。市場研究作為客戶、競爭對手和市場的數據與見解的重要來源。本書為中小企業、創業者和初創公司提供了一本簡明易懂的指南，無論行業如何，均涵蓋進行市場研究的關鍵方面。

科學驗證的數據收集和分析原則以務實的方式呈現。這使得中小企業的決策者能夠快速而全面地理解定量調查和定性小組討論。從精確的研究問題到可行的數據解釋，本指南一應俱全。

本書中整個市場研究過程都融入了人工智慧。它展示了如何有效地在所有階段應用既有工具，如 ChatGPT，從制定研究問題到數據分析和解釋。實際範例展示了人工智慧如何提升效率和洞察深度，同時補充健全的方法論思維。專門的部分還探討了人工智慧的機會與限制，確保提供一個平衡且以實踐為導向的視角。

作者簡介

Thomas Dobbelstein is a market researcher and a professor at the Baden-Württemberg Cooperative State University (Germany) and Honorary Professor at the Durban University of Technology (South Africa). As the head of the market research institute Customer Research 42, he has many years of experience in over 150 market research projects and advises various companies as a board or supervisory board member.

Wibke Heidig is a professor of marketing at Albstadt-Sigmaringen University (Germany) and Honorary Research Professor at the Durban University of Technology (South Africa), specializing in consumer behavior, brand management, and market research. Previously, she worked as a project manager for market research and consulting projects at a Swiss research center. In her current market research initiatives with companies, she employs a comprehensive array of methodologies and provides expert counsel on brand management and employer branding strategies.

作者簡介(中文翻譯)

托馬斯·多貝爾斯坦（Thomas Dobbelstein）是市場研究員，並擔任德國巴登-符騰堡應用科技大學的教授，以及南非德班科技大學的名譽教授。作為市場研究機構Customer Research 42的負責人，他在超過150個市場研究項目中擁有多年的經驗，並作為董事會或監事會成員為多家公司提供建議。

維布克·海迪格（Wibke Heidig）是德國阿爾布施塔特-西格馬林根大學的行銷教授，並擔任南非德班科技大學的名譽研究教授，專注於消費者行為、品牌管理和市場研究。她曾在一家瑞士研究中心擔任市場研究和諮詢項目的專案經理。在她目前與公司的市場研究計畫中，她運用多種方法論，並提供品牌管理和雇主品牌策略的專業建議。

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