Professional Documents
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to Research a Market
TODAY’S ASSIGNMENT
1. Read over the material in this worksheet.
Here's a quick review of the five basic steps of market 2. Summarize the information in
research that an entrepreneur would follow: 5 PowerPoint slides …
Identify Research Objectives
1. Identify Research Objectives
Before you actually start gathering data, list the objectives Determine Methods and Sources
you want your research to accomplish. Determine the Gather and Organize the Data
information you need. What problems are you trying to Analyze the Data
solve? What questions do you have? Make a specific Draw Conclusions
checklist of all the information you need to resolve the 3. Email the finished PowerPoint as an
problems and questions you've identified. The information attachment.
will probably include: 4. Answer the questions at the end of the
• Industry Data. This could be composed of industry size, worksheet and put sheet in your tray.
potential room for the industry to grow, seasonal or
economic trends in the industry, government policies that impact the industry, social and environmental
trends that could affect the industry, and so on.
• Customer Data. This could include data about consumers, businesses, or both. Demographics,
psychographics, geographics, customer spending habits or patterns, and factors that motivate customers
are all types of data in this category.
• Competitive Data. This category of information includes data about direct and indirect competitors.
Don't forget to consider potential future competitors. Details could consist of competitors' locations,
annual sales, number of employees, products, services, prices, selling and delivery methods, any unique
features or benefits provided, and so on.
2. Determine Methods and Sources
Based on your objectives, decide which research methods will best help you achieve your goals:
• Will you need secondary research, primary research, or a combination of both?
• If you are using secondary sources, which will you use (government, trade groups, business reports, or
local community resources)?
• If you are using primary sources, which research techniques will work best (interviews, surveys, focus
groups, or observation)?
If you are using primary research, you will need to design any questionnaires you may need for an interview
or survey. If you are using a focus group, you will need to prepare questions for the person moderating it.
Potential questions might include: What does the customer need or want to buy? Who makes this type of
purchase? How often? In what quantity is it purchased? Where? Why is it purchased? Is the customer
satisfied with the competitor's product or service? If not, what would make it better? What would the
customer like that is currently not being provided?
3. Gather and Organize the Data
As you collect the data, you may discover additional things you need to find out. Market research is usually a
process of discovery. You typically will have to make adjustments to your course of action depending on what
you learn. Make sure the secondary data you collect is relevant to your industry and target market. Also,
don't forget to confirm research results with more than one secondary source, if possible. Use an adequate
number of customers when doing primary research. Make sure they are in your target market.
As you gather information, begin to organize it:
• Group indirect competitors into categories by industry, product, or service.
• Select the three or four direct competitors who appear to be your strongest competition. Then create a
competitive matrix that includes all the specific characteristics you wish to compare. You may also want
to make a separate grid just to compare details of products or services that may compete with yours.
• Look for areas where important data may be missing. Go back and collect more information if necessary.
4. Analyze the Data
Analyze your data by:
• Comparing competitor's characteristics.
• Identifying differentiators. What could you do to set your business apart from your competition?
• Creating an expanded SWOT analysis that compares the strengths and weaknesses of your business to
those of your competitors.
The Expanded SWOT Analysis (below) shows a useful way to analyze competitor data. Basically, the table
provides a method for translating the detailed data from your competitive matrix into strengths, weaknesses,
opportunities, and threats. This information can help you further evaluate a business idea. The threats to
your potential business are often opportunities for your competitors, and vice versa. The weaknesses of your
business are often the strengths of your competitors, and vice versa.
Businesses Strengths Weaknesses Opportunities Threats
Your Business
Competitor A
Competitor B
Competitor C
5. Draw Conclusions
Using the information in Step 5, decide whether to proceed with your business idea or to stop. When making
your decision, be as objective as you can. That is, try not to be overly positive or negative. The following focus
areas may help you draw realistic conclusions:
• Target Market. Is there a definite market for your proposed product or service? Is there room for your
company?
• Market Size and Demand. How large is the target market? How satisfied is the target market with the
current competition? How often does the target market buy a product or service like yours? What do the
answers to these three questions suggest about the current level of demand?
• Carrying Capacity. Based on the number and strength of your competitors, can the target market support
your proposed business?
• Expanded SWOT Analysis. Do your strengths outweigh your weaknesses? Is your business potentially
stronger, weaker, or about the same as those of your competitors? Are there any serious threats in the
business environment that increase the risk of your business failing? What can you do to minimize
threats and take advantage of opportunities?
Based on market research, you decide whether to proceed with your business idea, alter it, or stop
completely.
Questions for Discussion
1. List the five basic steps used in market research.
2. On the expanded SWOT analysis, why would your weaknesses often be a competitor's strengths and vice
versa?
3. What are the four focus areas that can help you draw realistic conclusions about whether to proceed
with your business idea?