Anne M. Wenzel, MA, is principal with Econosystems, an economics and market research firm located in Menlo Park, CA.

Wenzel (market research professional and faculty member, Baker College Online) covers the field of market research from beginning to end, effectively combining theory and real-world application. She offers a clear, concise understanding of market research, e.g., primary versus secondary research, qualitative versus quantitative, its key functions, and appropriate uses. . . . This volume is a succinct encyclopedia of market research and a useful guide to conducting a business plan. Practitioners, particularly those expanding into new markets or developing business plans for the first time, will find this work especially useful.

• AcknowledgmentsIntroduction1. What Market Research Is—And Is Not2. Typical Outline for a Business Plan Market Analysis3. Types of Market Research4. Developing a Demographic Profile5. Researching Trends in Our Markets6. Distribution and Spending Patterns7. Estimating the Size and Growth of the Market8. The Competition: Competitors, Emerging Trends, and Technologies9. Exploratory Market Research10. Putting It All Together11. Fitting the Market Analysis into the Business PlanAppendix I—Business Plan TemplateAppendix II—Sample Market Analysis: The Yoga MarketIndex

Anne M. Wenzel, MA, is principal with Econosystems, an economics and market research firm located in Menlo Park, CA.

Wenzel (market research professional and faculty member, Baker College Online) covers the field of market research from beginning to end, effectively combining theory and real-world application. She offers a clear, concise understanding of market research, e.g., primary versus secondary research, qualitative versus quantitative, its key functions, and appropriate uses. . . . This volume is a succinct encyclopedia of market research and a useful guide to conducting a business plan. Practitioners, particularly those expanding into new markets or developing business plans for the first time, will find this work especially useful.

• AcknowledgmentsIntroduction1. What Market Research Is—And Is Not2. Typical Outline for a Business Plan Market Analysis3. Types of Market Research4. Developing a Demographic Profile5. Researching Trends in Our Markets6. Distribution and Spending Patterns7. Estimating the Size and Growth of the Market8. The Competition: Competitors, Emerging Trends, and Technologies9. Exploratory Market Research10. Putting It All Together11. Fitting the Market Analysis into the Business PlanAppendix I—Business Plan TemplateAppendix II—Sample Market Analysis: The Yoga MarketIndex

Anne M. Wenzel, MA, is principal with Econosystems, an economics and market research firm located in Menlo Park, CA.

Wenzel (market research professional and faculty member, Baker College Online) covers the field of market research from beginning to end, effectively combining theory and real-world application. She offers a clear, concise understanding of market research, e.g., primary versus secondary research, qualitative versus quantitative, its key functions, and appropriate uses. . . . This volume is a succinct encyclopedia of market research and a useful guide to conducting a business plan. Practitioners, particularly those expanding into new markets or developing business plans for the first time, will find this work especially useful.

• AcknowledgmentsIntroduction1. What Market Research Is—And Is Not2. Typical Outline for a Business Plan Market Analysis3. Types of Market Research4. Developing a Demographic Profile5. Researching Trends in Our Markets6. Distribution and Spending Patterns7. Estimating the Size and Growth of the Market8. The Competition: Competitors, Emerging Trends, and Technologies9. Exploratory Market Research10. Putting It All Together11. Fitting the Market Analysis into the Business PlanAppendix I—Business Plan TemplateAppendix II—Sample Market Analysis: The Yoga MarketIndex