Industry & Marketing Research


Marketing research is the collection and analysis of information about a company’s customers, their competitors in the market and the overall industry. It is commonly used to identify marketing problems and opportunities, as well as to develop and evaluate the effectiveness of marketing sales and service strategies. The goal of marketing research is to identify and assess how changing elements of the marketing mix impact customer behavior.Industry analysis looks at long-term trends and economic forces that affect the overall industry.Industry research deals specifically with gathering information about an industry`s size, competition, capital requirements, access to channels of distribution, governmental regulations, barriers to entry and other industry trends.Industry analysis and market analysis are two different ways to look at the environment in which a company competes. Although related, these two types of analysis differ in their scope.

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