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.

• The Importance of Market Research for Small and Medium-Sized Enterprises.- The Growing Importance of Artificial Intelligence in Market Research.- Strategic Preliminary Decisions.- Data Protection and Market Research Ethics.- From of the Research Question for the Market Research Project.- From Population to Sample.- Selection and Design of the Questionnaire.- Selection and Design of Group Discussions.- From Data Analysis to Results Presentation.- Checklists for Surveys, Group Discussions, and AI in Market Research.- Conclusion on Market Research in Small and Medium-Sized Enterprises.

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