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Introduction to Market Research

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Hal Kirkwood

on 7 November 2013

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Transcript of Introduction to Market Research

Types of Documents:
Market reports are great to look at
before you go to interview with a company!
And one more thing...
Market reports are powerful documents for looking at an industry/market and the wide array of issues impacting it.
Primary Market Research
Involves actual data collection
Involves collecting the data yourself or hiring someone to do it for you
Types of market research
Secondary Market Research
published reports from market research firms or gov't agencies
usually reports must be purchased
potential market (market size)
target market (market segmentation)
consumer preferences
current trends
Purpose of market research
To act upon the information:
expanding into a new region
market to a new demographic
change services offered
anticipate competitors moves
stay ahead of trends
respond to the changing marketplace
and make more informed decisions...
What you'll find inside
Secondary Reports focus on
What's market research for?
Specific markets
Specific demographic groups
Markets in a specific country
Overview of the market/Executive Summary
Information on consumers
New products & trends
Government regulation issues
Market segmentation/Market share
Major players
...and sometimes more...
Creative Commons Licence
Introduction to Market Research
cc:attribution: Hal P. Kirkwood Jr. is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License.

Market Research Reports

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