Chapter Objectives
On completing this chapter, you should be able to:
• Determine market research objectives for a prospective venture.
• Collect meaningful and relevant demographic and market data.
• Apply available information to the current project, recognizing its limitations and adapting it to the current situation.
• Identify market segments and develop an appropriate marketing plan.
• Perform a break-even analysis.
a. Market Research Fundamentals
Market research can be thought of as a three-part process:
1. Determine what we need to know
Who are our customers? Where are they? How are they best reached?
2. What are they buying? From whom? Why? What are their price expectations?
How big is the market? How much ...
Get So You Want to Start a Business now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
