Market Research
Abstract
This chapter examines the decision process a consumer goes through and the types of methods marketers use to collect data on this process. It includes a discussion on SWOT analysis, competitive intelligence, and Porter’s forces model, as well as the role the Web plays in market research and how marketers can influence search engines to appear in the top results page of a search query.
Fields of Study & Subjects
Competitive and Knowledge Intelligence
Marketing and Advertising Strategies
Digital Marketing and Social Media
Publication details
- Journal / source
- Marketing
- Pages
- 67–82
- Publication date
- 16 January 2026
- Language
- EN
- Document type
- Book chapter