Resumen de Market Research: The Process, Data, and Methods Using Stata.

Hauke A. Wetzel

• Market research enables firms to identify customer needs and preferences using data. Traditionally the focus of textbooks about market research is on the detailing of the market research process and the foundations of analysis methods. Sufficient background information about the market research process, basic empirical methods, and their application using Stata add up to a good choice for entering the world of applied market research. [Extracted from the article]