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Contents 1 Descriptive Market Surveys (Size, Shares) 1.1 General Descriptors: (Demographic or Corpographic if corporate profile) 1.2 Awareness - Experience 1.3 Purchase 1.4 Other Issues

[edit] Descriptive Market Surveys (Size, Shares)

Descriptive Market Analysis Studies are directed at determining the size and relative market share of the market. Such studies provide key information for determining market growth, competitive positioning and tracking share of market. The CEO usually wants to know this information. Industry consortia often commission this type of study.

[edit] General Descriptors: (Demographic or Corpographic if corporate profile)

(Demographic examples: age, income, occupation, home ownership, work full time, part time, stage in family life cycle, number living at home, number of children by age group, amount of contact from sales reps)

• Demographic - use if consumer product study (includes age, income, occupation, home ownership, work full time or part time, stage in family life cycle, number living at home, number of children by age group, amount of contact from sales reps)
• Qualification of respondent (is this the correct person to answer the questions?)
• Description of respondent position (job title)
• Role in the purchase process (are they the influencer, purchaser, or user?)
• Corpographic Descriptors
• Number of employees, sales, for all locations
• Number of employees, sales, for this location
• Number of users

[edit] Awareness - Experience

• Awareness of brands in the product category
• Usage situations in which you would purchase… overcoming traditional obstacles
• Levels of experience with product may determine ability to overcome the belief/hurdle

[edit] Purchase

• Purchases for product category (units and/or $) (historical or periodical)
• Purchase units/$ per user (maybe also number of competitors for them)
• Purchases by brand within category
• Purchases made “under the radar” i.e., not through channels
• Purchases of accessory items
• Anticipated future purchase
• Increase or decrease in purchases this year over last
• Increase or decrease in purchases anticipated next year

[edit] Other Issues

Other issues that may be relevant depending on the purpose of the study

• How to “marry” secondary data, such as a financial broker's analyses and projections, with collected data
• How to encourage customers in the market to supply data
• How to prepare market reports for executives vs. middle management