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1. Small Business >2. Advertising & Marketing >3. Industry Analysis

http://smallusiness.!hr"n.!"m/marketing#resear!h#rep"rts#industry#analysis#

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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

stalished "rgani0ati"ns and !"mpanies entering ne markets "*ten seek marketingresear!h rep"rts "n industry analysis. hese rep"rts !"ntain in*"rmati"n a"ut ma"r!"mpetit"rs g"vernment regulati"n and s"!i"e!"n"mi! data. Industry analysisrep"rts that already e4ist are !alled se!"ndary marketing resear!h rep"rts. ,"mpanies!an als" study industry analysis thr"ugh primary resear!h hi!h are marketingresear!h rep"rts !reated *r"m survey results.

Sp"ns"red 5inkMystery Sh"pping )r"vider

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valuate !ust"mer e4perien!e audit Impr"ve rand revenues and pr"*it..int"u!hinsight.!"m

Secondary Research Sources

Marketing resear!h rep"rts and industry analysis are availale thr"ugh a numer "*se!"ndary resear!h s"ur!es depending "n the industry. he 6)- 7r"up "**ersdetailed in*"rmati"n "n the restaurant industry ith its 8uarterly ,(S rep"rt.M"re"ver the -epartment "* ,"mmer!e pulishes its 9.S. Industrial utl""k rep"rtevery year. ther se!"ndary resear!h s"ur!es "n industry analysis in!lude +"rrester(esear!h 7ale (esear!h the 6)- 7r"up Sima 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"metimes these rep"rts !"ntain strengths and eaknesses "*!"mpetit"rs as ell as re!ently implemented marketing strategies. %"ever "ne "*the key measurements in these rep"rts is market share. a!h !"mpetit"r;s market shareis the per!ent "* t"tal sales they have ithin the industry. here 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 upd"n "r staying the same ithin the industry. Individual sales trends ill usuallysh" h" ea!h !"mpetit"r *ared in a given year. +"r e4ample i* a !"mpany;s salesare "utpa!ing th"se in the industry that !"mpany is pr"aly d"ing s"mething rightsu!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. hese studies measure h" satis*ied a !"mpany;s!ust"mers are ith their pr"du!t 8uality servi!e 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 e4ample !ust"mers may think asmall hardare st"re is t"" !luttered t" *ind hat they need. 9sing the survey resultsthe hardare 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 asage h"useh"ld si0e and in!"me in their surveys. A !"mpany !an then !reate rep"rts

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that sh" hat types "* !ust"mers are m"re likely pur!hase their pr"du!ts. +"re4ample a spe!ialty *ast *""d restaurant may dis!"ver that 3