Market Research – Benefits, Methods and Analysis

Market Research is an exhaustive organized process where informative and relevant data is collected for a market/ product or a service. This data is used to study and analyse current market scenario and build future projections which can be used for business planning and strategic moves.

Market Research: Benefits

– Assists in future planning of the business. E.g.

  • Should the company expand its product line
  • Will the product be profitable

– Makes Decision Process easier

– Gives factual information (thus breaking business myths/ and individual perceptions)

– Reduces risks

– Assists in identifying competitive edge

Small or big all enterprises can and should take strategic decisions after conducting a market research in the related field.

Market Research: Methods

There are broadly two types of research

1. Quantitative Research

In this process numerical data is generated which measures the market’s phenomena and demands. This is used for statistical analysis using various mathematical and computational techniques. It quantifies attitudes/opinions/behaviour on a sample and is then extrapolated for the full sample. This is usually conducted through surveys and questionnaire.

2. Qualitative Research

In this more insights and understanding is measured for the topic. It explores various options and gathers opinions. This kind of data is collected through interviews, group discussions etc. The insights are then used to explore various business decisions.

Market Research: Analysis

This is the trickiest part as data collected has to be strategically used in gaining intellectual analysis. Business experts and market research analysts are very well acquainted to do this work.

It is very exhaustive work and various techniques & tools are used to get useful conclusions. Interestingly the same data can be used to make different inferences depending on the research needs and goals. Some common data analysis types are briefed –

Data mining – this technique focuses on modeling and discovery of knowledge discovery for predictive purposes. This method is not useful for descriptive purposes.

Business Intelligence – this technique focuses on business related information covering data analysis that relies on data aggregation.

Statistical applications – it can be

  • Descriptive statistics
  • Exploratory data analysis also called EDA (discover new features)
  • Confirmatory data analysis also known as CDA (confirms the existing hypotheses about the data)
  • Predictive analytics focuses on application of statistical models for predictive forecasting or classification e.g. market growth in 2022- with data available for 2015
  • Text analytics uses statistical, linguistic, & other methods to pull out data and classify the information received from text sources.

This analysis is then constructively used in the business planning bringing a profitable inclination towards the decisions taken. Business planning plays a major role which reflects the survival of the business.

How To Research Stocks On Your Own

There are many people who are keen on investing in the stock market, but who are not necessarily confident, or comfortable about making those all-important investment decisions. No matter what level of investment, large or small, it’s important to know something about what you’re putting your money into. So, if you are an investor and are prepared to be self-reliant, then you need to think about how to research stocks and basically become your own stock analyst. This article is aimed at giving the less experienced investor a helping hand in terms of providing some useful guidance on to how to research stocks on your own.

Where Is The Information?

The first step is to begin thinking like an analyst – develop an enquiring mind. You need to find out what to buy or sell and at what price. Analysts usually focus on one particular industry or sector. If it’s a sector then they’ll focus on certain companies. An analyst’s aim is to probe into the businesses of the companies on their list. They do this by analysing financial reports and as much other available information as possible about the company. To cross-check the facts, analysts also dig into the dealings between the company and its suppliers, customers and competitors. Some analysts also visit the company, engaging with its management in order to gain a first-hand understanding of the workings of the company, and so over time they connect all the pieces of information together to get the full picture.

Before making any investment, you should do your own research. It is always better to research several stocks in the same industry so that you have a comparative analysis. However, the biggest constraint in doing your own research will probably be time. Retail investors who have many other things to do may not be able to devote as much time to research as professional analysts. However, you can surely take up just one or two firms in the beginning and test how well you can analyze them. That would help you in understanding the process and with further experience and time, you can add more stocks for analysis into your portfolio.

Can Analysts Help?

Getting your hands on anlaysts’ research reports can be a great way to start your own analysis. That way, you save a lot of time and learn much about your selected company simply by reading these reports. You may not necessarily want to follow their sell or buy recommendations, but you can get a great overview of the company, including its strengths and weaknesses, main competitors, industry outlook and future prospects. Analysts’ reports are loaded with information, and reading reports by different analysts simultaneously would help you in identifying a common thread. Opinions may differ, but basic facts in all reports are usually very common.

In addition it would be wise to take a close look at various analysts’ earnings forecasts, which ultimately determine their buy or sell recommendations. Different analysts may set different target prices for the same stock. Always look for the reasons while reading analysts’ reports. What would have been your opinion about the present stock, given the same information? No clue? Then move on to the next step.

What To Look For?

Let’s take the analysts approach in learning how to research stocks on your own. Firstly, try to understand the various steps involved in analysing a stock. Some analysts follow a “top-down” strategy, starting with an industry and then locating a well-performing company, while others take a “bottom-up” approach, starting with a particular company and then learning about the outlook for the industry. Either way is good, but try to take account to the following:

analyze the industry – there are publicly available sources of information for pretty much any industry. Often, the annual report of a company will give a good overview of the industry, along with its future growth outlook. Annual reports will often also provide information about the company’s competitors in their industry. Simultaneously reading the annual reports of two or three companies should give a clearer picture. You can also subscribe to trade magazines and websites that cater to a particular industry for monitoring the latest industry happenings;

business model – take a look at the company’s strengths and weaknesses. Is it a strong company in a weak industry, or weak company in a strong industry? The strengths of a company are often reflected in things such as its unique brand, products, customers and suppliers. You can learn about a company’s business model from its annual report, trade magazines and websites too;

financial strength – this is arguably the most important element of all when analyzing a company. You need to take a look at a company’s balance sheet, income statement and cash flow statements. Often, the numbers in the financial statements offer more information than the words in the annual report. In case you are not comfortable with numbers, no need to hesitate, just start learning as early as possible;

management – have you ever heard the expression there are no good or bad companies, only good or bad managers? Senior executives are responsible for the management and future of any company, so assess company management and board quality by doing some research on the internet;

growth outlook – it’s well-known that stock prices track earnings, the higher the earnings then, typically, the higher the stock price. Try to find out what you can about where future earnings are predicted to be. This is not too easy and analysts tend to make their own estimates by looking at past figures of sales growth and profit margins, along with profitability trends in that particular industry. It’s basically connecting what has happened in the past to what’s expected to happen in the future. Making accurate enough earnings forecasts is the ultimate test of your stock analysis capabilities, because it’s a good indication of how well you understand those industries and companies;

valuation – if you are able to establish indications about future earnings, the next step is to know about the value, or worth of a company. Analysts need to find out how much the current market price of the stocks is justified relative to the company’s value. There is no “correct” value and different analysts will use different parameters. For example, “value” investors look at intrinsic worth, whereas “growth” investors look at future earnings potential;

target price – try to establish a target price. Once you have established future earnings potential, calculate high and low target prices by multiplying estimated earnings per share (EPS) with the estimated high and low P/E Ratio. The high and low target prices represent the price band within which the future stock price is likely to move in response to the expected future earnings.

Finally

A lot of what is outlined above is really useful in showing you how to research stocks on your own. Ultimately you want to make a profit, and one of the best ways to give yourself the best chance of doing that, and avoid paying someone else to do it for you, is to do your own research. It can be fun, interesting and will certainly increase your understanding not only of the stock market more generally, but also, of those particular stocks and companies that you have an interest in.

Market Research Jobs – An Overview

The main focus when working in market research is to help companies understand what types of products people want, determine who will buy them and at what price. Key to the roles is gathering statistical data on competitors and examining prices, sales, and methods of marketing and distribution, and then analyse the data on past sales to predict future sales. For many roles you need to be quite savvy with Microsoft Excel and PowerPoint, whereby the first is used for analysing the data and the second for producing reports and presentations.

In some cases the job involves devising methods and procedures for obtaining the data that is needed by designing surveys to assess consumer preferences. While a majority of surveys are conducted through the Internet and telephone, other methods may include focus group discussions, mail responses, or setting up booths in public places, such as shopping malls, for example.

Often names can be quite confusing with the market research world. In one company a Research Analyst can be bottom of the career path whilst in others this is seen as a quite advanced role. The below list is therefore a generalisation of most common roles within market research (excluding data processing and field roles). Based on firsthand experience, a rule of thumb can be is that progressing from one role to the next takes between 1.5 to 3 years, depending on the company, training & education and drive of a person.

Junior Research Executive / Trainee / Analyst

Most common for graduates & student placements. The role is mainly focussed on reporting, data control and administration. Most likely in this role you will have support from a manager and depending on the team a director and / or more experienced executives. If you work for an agency it is most likely that you will start visiting clients after several months in the job, under guidance of the manager or director. Some areas of tasks are Design/Methodology, Data Management, Data Analysis and Report Writing.

(Senior) Research Executive

Many day to day tasks are similar to the junior or trainee role. The difference is that you will have ownership of reporting / project and become more self reliant. You will be giving the responsibility of projects from start to finish including taking briefs, questionnaire design, reporting and delivering of insight.

When working for an agency it is possible that you will be starting giving parts of presentations or get the responsibility of training / workshops for the client. Other areas that will develop during this time is supporting the manager in sales targets and writing proposals. In some cases you might get the responsibility for generating revenue or extending client contracts.

As you now have experience working in market research, you will be expected to “think outside the box” and use your established experience to break through the boundaries.

Research / Insight Manager

Although this is quite similar to account manager role, the focus of an insight / research manager is on the actual analysis and management of data / projects.

Vital job requirements include direct experience in the area of work (quantitative / qualitative / continuous data etc), an ability to generate insights and the management of multiple, multi-disciplinary projects at once with a strong sense of time management.

Associate Director / Consultant

This role involves providing direction and assist with the development of the team, designing and managing projects with a high level of autonomy and responsibility.

Key aspects of the role are taking projects from kick off to completion, managing a small team to coach them to help them achieve their potential, account management of several clients, and contributing to business development.

Hire a Market Research Company to Make Your Business Grow

Many of the companies these days understand the need and importance of hiring Companies for their business. This results in grabbing competitors’ market share and improving the product and service line they offer. Let’s understand the need of online from a company. reports from a company help your business to grow with right customer base. companies are efficient in online which helps you to get stats and reports for your business segment. Let’s discuss in more detail how companies can help your business flourish the way you want.

There are lots of companies worldwide who are efficient in providing you reports which is required when you start a new business, or a new business venture, or taking edge above competitors. companies have team of expert research analysts who are professionally trained to work in specific market segments for companies to provide them reports they need for. Drafting reports is not a layman’s job as it needs a lot of thinking to come up with stats and information from reliable sources. If you are starting a new company you will definitely not like to take risks and this is where you will look for reports to let you decide the way to transform the new business to a successful business.

When you start a new business you always have hundreds of questions in mind and they all need to be answered which can be done by company. Online is the tool which is used as secondary research tool by a company. companies have subscription to many authentic research sources which they use to draft while online. Research analysts who work with company do know how to use online tools and draft authentic reports that will help companies to compete this competitive market.

Online market surveys play vital role for successful and new companies as well looking to establish their market stand. Even if the company is running successfully for many years, if you know they are successful due to online market surveys they get conducted from companies. Companies always look to do something new and increase their market share. And this is possible only with online market surveys from known companies. Companies do hire companies to draft feedback forms, survey questionnaires to know views from their past or new or potential clients. However, online market surveys are not only necessity for old companies but this is equally important for new companies to understand what client needs.

So when you look to start a new business to make your old business successful do thing of hiring company such as Visha Consultants who will not only make your business flourish but will also help you in getting your business established. So why take pain searching for clients when companies will help you in building potential client base leads to let you contact them for your business products and services. Next time you are looking for online and online market survey visit http://www.vc-india.com.

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