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Marketing Research Reports & Industry Analysis
by Rick Suttle, Demand Media
Related Articles
• • • • • •
%"& t" 'rite a Marketing Analysis (ep"rt )r"!ess "* Industry Analysis +ast +""d Industry Analysis ,"nsumer (esear!h Analysis S"*t -rink Market (esear!h ,"mpetit"r Analysis .ey ,"sts & Bene*its in Marketing (esear!h
/sta lished "rgani0ati"ns1 and !"mpanies entering ne& markets1 "*ten seek marketing resear!h rep"rts "n industry analysis. 2hese rep"rts !"ntain in*"rmati"n a "ut ma3"r !"mpetit"rs1 g"vernment regulati"n1 and s"!i"e!"n"mi! data. Industry analysis rep"rts that already e4ist are !alled se!"ndary marketing resear!h rep"rts. ,"mpanies !an als" study industry analysis thr"ugh primary resear!h1 &hi!h are marketing resear!h rep"rts !reated *r"m survey results. Sp"ns"red 5ink Mystery Sh"pping )r"vider
/valuate !ust"mer e4perien!e1 audit Impr"ve rand1 revenues and pr"*it. &&&.int"u!hinsight.!"m
Secondary Research Sources
Marketing resear!h rep"rts and industry analysis are availa le thr"ugh a num er "* se!"ndary resear!h s"ur!es1 depending "n the industry. 2he 6)- 7r"up "**ers detailed in*"rmati"n "n the restaurant industry &ith its 8uarterly ,(/S2 rep"rt. M"re"ver1 the -epartment "* ,"mmer!e pu lishes its 9.S. Industrial :utl""k rep"rt every year. :ther se!"ndary resear!h s"ur!es "n industry analysis in!lude +"rrester (esear!h1 7ale (esear!h1 the 6)- 7r"up1 Sim a1 and even 6ielsen.
Market Share and Competitive Information
,"mpanies "rder se!"ndary marketing resear!h rep"rts t" study the key !"mpetit"rs in their industry. S"metimes1 these rep"rts !"ntain strengths and &eaknesses "* !"mpetit"rs as &ell as re!ently implemented marketing strategies. %"&ever1 "ne "* the key measurements in these rep"rts is market share. /a!h !"mpetit"r;s market share is the per!ent "* t"tal sales they have &ithin the industry. 2here are t&" types "* market share: unit and d"llar sales. ,"mpanies study market share t" see h"& they !"mpare &ith "ther *irms in the industry.
Sales Trends
Se!"ndary marketing resear!h rep"rts als" sh"& !"mpetitive sales trends *"r a parti!ular industry. Sales trends rep"rts sh"& &hether sales "ver time are g"ing up1 d"&n1 "r staying the same &ithin the industry. Individual sales trends &ill usually sh"& h"& ea!h !"mpetit"r *ared in a given year. +"r e4ample1 i* a !"mpany;s sales are "utpa!ing th"se in the industry1 that !"mpany is pr" a ly d"ing s"mething right1 su!h as advertising m"re "r di**erentiating their rand *r"m the !"mpetiti"n.
Primary Research Surveys
M"re !"mpany#spe!i*i! marketing resear!h rep"rts and industry analysis !an e !reated thr"ugh primary resear!h surveys. An e4ample "* a primary resear!h survey is the !ust"mer satis*a!ti"n study. 2hese studies measure h"& satis*ied a !"mpany;s !ust"mers are &ith their pr"du!t 8uality1 servi!e1 and even pri!e as "pp"sed t" industry !"mpetit"rs. :ne reas"n t" !"ndu!t !ust"mer satis*a!ti"n studies is t" determine the likes and dislikes "* !"nsumers. +"r e4ample1 !ust"mers may think a small hard&are st"re is t"" !luttered t" *ind &hat they need. 9sing the survey results1 the hard&are st"re may de!ide t" install additi"nal shelving and put up signage s" !ust"mers !an l"!ate mer!handise easily.
Customer Profile Reports
,"mpanies !an " tain !ust"mer pr"*iles y in!luding dem"graphi! 8uesti"ns su!h as age1 h"useh"ld si0e1 and in!"me in their surveys. A !"mpany !an then !reate rep"rts
that sh"& &hat types "* !ust"mers are m"re likely pur!hase their pr"du!ts. +"r e4ample1 a spe!ialty *ast *""d restaurant may dis!"ver that 3<# t" <$#year#"lds &ith in!"mes m"re than =<>1>>> are their m"st *re8uent visit"rs. ,ust"mer pr"*ile rep"rts !an e used t" target advertising and "ther pr"m"ti"ns. Sp"ns"red 5inks Statisti!s s"*t&are -ata analysis and m"del uilding &ith neural nets. +ree trial. &&&.peltari"n.!"m Madi4 7r"!ery shelving that impr"ves supermarket design &&&.madi4in!.!"m (esp"nsa ile Marketing? +"rma "nline il tu" 2eam@ )r"va gratis l;/#5earning -"!e " &&&.d"!e ".!"m//#5earning 7uadagna da :r"&)etr"li" 2rading :nline a p"rtata di !li!k@ A!!"unt di )r"va !"n A1>.>>> 7ratis 2rading212.!"m References ( !
• • • • •
BA#Intera!tive: ,"ndu!t A Market Analysis All Business: 2he 6)- 7r"up 5aun!hes ,(/S2 Cui!k MBA: Market Share Mi!r"s"*t: 3 Steps t" Smarter ,ust"mer Surveys All Business: 9se -em"graphi!s t" 9nderstand D"ur 2arget Market
Resources
•
+"rrester (esear!h: Se!"ndary (esear!h S"ur!e
A"out the Author (i!k Suttle has een &riting pr"*essi"nally sin!e 2>>E1 !"vering health and usiness *"r vari"us "nline and print pu li!ati"ns. %e has &"rked in !"rp"rate marketing resear!h and as a !"py&riter. Suttle h"lds a Ba!hel"r "* S!ien!e in marketing *r"m Miami 9niversity and a Master "* Business Administrati"n *r"m ,ali*"rnia ,"ast 9niversity. %e is auth"r "* the n"vels F%ell DearF and FSui!ide )eak.F Photo Credits
•
*inan!ial rep"rt image y ,hrist"pher %all *r"m +"t"lia.!"m
Marketing Research Reports & Industry Analysis
by Rick Suttle, Demand Media
Related Articles
• • • • • •
%"& t" 'rite a Marketing Analysis (ep"rt )r"!ess "* Industry Analysis +ast +""d Industry Analysis ,"nsumer (esear!h Analysis S"*t -rink Market (esear!h ,"mpetit"r Analysis .ey ,"sts & Bene*its in Marketing (esear!h
/sta lished "rgani0ati"ns1 and !"mpanies entering ne& markets1 "*ten seek marketing resear!h rep"rts "n industry analysis. 2hese rep"rts !"ntain in*"rmati"n a "ut ma3"r !"mpetit"rs1 g"vernment regulati"n1 and s"!i"e!"n"mi! data. Industry analysis rep"rts that already e4ist are !alled se!"ndary marketing resear!h rep"rts. ,"mpanies !an als" study industry analysis thr"ugh primary resear!h1 &hi!h are marketing resear!h rep"rts !reated *r"m survey results. Sp"ns"red 5ink Mystery Sh"pping )r"vider
/valuate !ust"mer e4perien!e1 audit Impr"ve rand1 revenues and pr"*it. &&&.int"u!hinsight.!"m
Secondary Research Sources
Marketing resear!h rep"rts and industry analysis are availa le thr"ugh a num er "* se!"ndary resear!h s"ur!es1 depending "n the industry. 2he 6)- 7r"up "**ers detailed in*"rmati"n "n the restaurant industry &ith its 8uarterly ,(/S2 rep"rt. M"re"ver1 the -epartment "* ,"mmer!e pu lishes its 9.S. Industrial :utl""k rep"rt every year. :ther se!"ndary resear!h s"ur!es "n industry analysis in!lude +"rrester (esear!h1 7ale (esear!h1 the 6)- 7r"up1 Sim a1 and even 6ielsen.
Market Share and Competitive Information
,"mpanies "rder se!"ndary marketing resear!h rep"rts t" study the key !"mpetit"rs in their industry. S"metimes1 these rep"rts !"ntain strengths and &eaknesses "* !"mpetit"rs as &ell as re!ently implemented marketing strategies. %"&ever1 "ne "* the key measurements in these rep"rts is market share. /a!h !"mpetit"r;s market share is the per!ent "* t"tal sales they have &ithin the industry. 2here are t&" types "* market share: unit and d"llar sales. ,"mpanies study market share t" see h"& they !"mpare &ith "ther *irms in the industry.
Sales Trends
Se!"ndary marketing resear!h rep"rts als" sh"& !"mpetitive sales trends *"r a parti!ular industry. Sales trends rep"rts sh"& &hether sales "ver time are g"ing up1 d"&n1 "r staying the same &ithin the industry. Individual sales trends &ill usually sh"& h"& ea!h !"mpetit"r *ared in a given year. +"r e4ample1 i* a !"mpany;s sales are "utpa!ing th"se in the industry1 that !"mpany is pr" a ly d"ing s"mething right1 su!h as advertising m"re "r di**erentiating their rand *r"m the !"mpetiti"n.
Primary Research Surveys
M"re !"mpany#spe!i*i! marketing resear!h rep"rts and industry analysis !an e !reated thr"ugh primary resear!h surveys. An e4ample "* a primary resear!h survey is the !ust"mer satis*a!ti"n study. 2hese studies measure h"& satis*ied a !"mpany;s !ust"mers are &ith their pr"du!t 8uality1 servi!e1 and even pri!e as "pp"sed t" industry !"mpetit"rs. :ne reas"n t" !"ndu!t !ust"mer satis*a!ti"n studies is t" determine the likes and dislikes "* !"nsumers. +"r e4ample1 !ust"mers may think a small hard&are st"re is t"" !luttered t" *ind &hat they need. 9sing the survey results1 the hard&are st"re may de!ide t" install additi"nal shelving and put up signage s" !ust"mers !an l"!ate mer!handise easily.
Customer Profile Reports
,"mpanies !an " tain !ust"mer pr"*iles y in!luding dem"graphi! 8uesti"ns su!h as age1 h"useh"ld si0e1 and in!"me in their surveys. A !"mpany !an then !reate rep"rts
that sh"& &hat types "* !ust"mers are m"re likely pur!hase their pr"du!ts. +"r e4ample1 a spe!ialty *ast *""d restaurant may dis!"ver that 3<# t" <$#year#"lds &ith in!"mes m"re than =<>1>>> are their m"st *re8uent visit"rs. ,ust"mer pr"*ile rep"rts !an e used t" target advertising and "ther pr"m"ti"ns. Sp"ns"red 5inks Statisti!s s"*t&are -ata analysis and m"del uilding &ith neural nets. +ree trial. &&&.peltari"n.!"m Madi4 7r"!ery shelving that impr"ves supermarket design &&&.madi4in!.!"m (esp"nsa ile Marketing? +"rma "nline il tu" 2eam@ )r"va gratis l;/#5earning -"!e " &&&.d"!e ".!"m//#5earning 7uadagna da :r"&)etr"li" 2rading :nline a p"rtata di !li!k@ A!!"unt di )r"va !"n A1>.>>> 7ratis 2rading212.!"m References ( !
• • • • •
BA#Intera!tive: ,"ndu!t A Market Analysis All Business: 2he 6)- 7r"up 5aun!hes ,(/S2 Cui!k MBA: Market Share Mi!r"s"*t: 3 Steps t" Smarter ,ust"mer Surveys All Business: 9se -em"graphi!s t" 9nderstand D"ur 2arget Market
Resources
•
+"rrester (esear!h: Se!"ndary (esear!h S"ur!e
A"out the Author (i!k Suttle has een &riting pr"*essi"nally sin!e 2>>E1 !"vering health and usiness *"r vari"us "nline and print pu li!ati"ns. %e has &"rked in !"rp"rate marketing resear!h and as a !"py&riter. Suttle h"lds a Ba!hel"r "* S!ien!e in marketing *r"m Miami 9niversity and a Master "* Business Administrati"n *r"m ,ali*"rnia ,"ast 9niversity. %e is auth"r "* the n"vels F%ell DearF and FSui!ide )eak.F Photo Credits
•
*inan!ial rep"rt image y ,hrist"pher %all *r"m +"t"lia.!"m
