How to conduct market analysis. Market analysis in marketing. Types of marketing research

The market is economic system relations between producers and .

It has the following indicators required for analysis:

Capacity - the volume of goods or services that a particular market segment offers.

Final result.

The purpose of market research is to identify the company's capabilities and assess the competitive environment.

To know what exactly needs to be investigated, it is necessary to divide the market into types.

Market types

Consumer market - consists of everyone who buys goods for personal use.

Producer market - this includes legal entities who purchase goods and services for use in production.

Market public institutions- is a collection state enterprises who buy goods and services to use at work.

The reseller market is people and companies that buy products and then resell them.

International market - includes all intermediaries, as well as legal and individuals who are abroad.

Why you need market research

Here are the tasks it performs:

Analyze consumer behavior to understand what products people are currently interested in. This will help to find out if the goods or services offered by the company are in demand.

Assess the level of competition, find the strengths and weaknesses of competitors. This is necessary to understand in which direction to move the business.

Define a profitable distribution channel.

Find unoccupied market niches.

Determine the market capacity and the company's share in it.

Assess the prospects of the market and the current distribution channel.

To form the basis of further company and products on the market.

For market analysis, we use different types research. Each of them has its own methods of collecting and processing information, but they are all divided into two main types.

quality

These are hypotheses that are based on the opinions of analysts and, as well as data on and consumers. The results of such studies are subjective, they do not have a clear structure.

With the help of qualitative research, the motives of consumer behavior, their perception of the company and specific products are determined. This allows us to find non-standard and creative solutions for the company's tasks.

quantitative

These include statistical data: numbers, indicators, calculations. They are visual and can be compared with each other.

Such information is considered more reliable. It allows you to track the performance of the company in different periods of time.

Also, market research will be divided into subspecies. Before you start searching for information, decide which of them the company needs in order to avoid unnecessary work.

Look at this list, the types of research are indicated here by subject and purpose.

Market structure research. An analysis of market trends, capacity and conjuncture is carried out.

Product research. The share of the company's products in a certain segment is studied.

Study target segment. To select the most suitable market segment for the enterprise, a general analysis is carried out.

Study of consumer behavior. It is required to find out the pains and interests, to understand how people feel about the company and its products.

Study market prices. Comparison of company prices and .

Research of free niches. Search and selection of possible niches, selection of the most suitable and profitable ones.

Research of competitors. The goal is to find out the strengths and weaknesses of the opponents.

To understand what kind of analysis a company needs, ask a simple question: “What exactly do you need to know?”. Take a piece of paper and write in a column the areas where you feel there is a lack of information. Then, under each one, write the questions you want answered. Based on these data, a further research plan is drawn up.

It also happens that a company needs a complete analysis of the market on all counts. This is a very voluminous work, but quite feasible if you use proven methods and proceed in stages.

The overall plan will consist of just the types of research that the firm needs. For some this list will be short, for others it will be long.

The primary collection of information for analysis is carried out using several methods.

Observation

This method helps you gather information by observing an object. You don't need to act on it.

Observation takes place in field or laboratory conditions. The field is a natural environment. For example, observing the behavior of buyers and sellers in a store.

And laboratory are artificially created situations.

The efficiency of this method is quite high, although it is costly and can greatly depend on the opinion of the observer.

Interview

This is the name of obtaining information from specific respondents. This is a popular method used by up to 90% of marketers.

Surveys can be conducted orally (interviews) or in writing (questionnaires), depending on the situation.

This method allows you to find out the opinion of consumers about goods and services, the company and its service.

Experiment

With it, you can track some factors in order to understand how they affect the activities of the company. The experiment requires the active participation of the organizer. It can be carried out in laboratory and field conditions.

Panel

4. Market segmentation

The market is divided into segments - groups of people according to certain criteria. When we segment the market, we find that part of consumers who are most interested in the company's products.

This stage of the study will determine:

The most effective promotion methods.

Marketing tactics of the company in the market.

Profitable points of sale.

Properties of goods that need to be changed in order to interest buyers.

Now it's time to find out the wishes of the segments that are most loyal to the company. At the same stage, a portrait is drawn potential buyer. The analysis will include: the attitude of buyers to specific products, market behavior, habits, inclinations, preferences.

Polls - interviews and questionnaires will help to conduct research.

This will help to determine the weaknesses of the company and products, to predict the reaction of consumers.

6. Studying distribution channels

In order for the start of sales of goods or services to be successful, promotion is necessary. Without it, the process will stall. This point should be given Special attention, it largely affects the sales and profits of the company, as well as the image.

The result of the work will be the definition:

The best promotion tools and methods.

10. Sales forecasting

To plan the further production and marketing work of the enterprise, you need a sales forecast. This is the total potential sales of a company's goods or services.

The forecast gives an understanding of what resources the company needs, what distribution channels to use, how to expand production and what innovations will be needed.

Of course, the forecast does not give exact results, only an approximate picture. However, the company cannot do without it.

Now let's look at where and how we can get the data we are interested in for research.

Here are the sources of information:
There are 3 ways to do market analysis.

On one's own

You can manage on your own if there is simply no money for professional research. Well, or if you need only one type of analysis.

This option is cheaper, but takes a lot of time and effort. Doing everything yourself is energy-intensive, it is better to delegate such tasks, if possible. Especially if you are not very good at doing market research. There is a high chance of being wrong here.

With the help of the marketing department

If the company has its own marketing department, it would be logical to entrust the collection of information and research to it. Just do not forget to agree on the plan in advance, this will help to avoid unnecessary work.

With the help of a marketing agency

Perhaps this is the best option. Especially if a comprehensive study is required. Yes, you will have to allocate a budget to hire specialists. But in exchange, you will get quality work and relieve your own schedule. It is quite difficult to carry out such a voluminous work on your own, and in the agency several employees will work on the analysis at once, who will be able to assess the problem from all sides.
conclusions

Now let's summarize, briefly outline the most important thing to remember.
If you have any questions about the topic, write in the comments! Good luck!

Marketing research market- one of the varieties of marketing research, studies all aspects of the company's business environment.

Purpose of market research– ensuring maximum accuracy of subsequent management marketing decisions, reducing the level of uncertainty associated with the adoption of such marketing decisions.

The result of market research in marketing is an understanding of the activities of competitors, market structure, government decisions in the field of regulation and promotion of the market, economic trends in the market, research technical advances and many other factors that make up the business environment, which allows you to be closer to the consumer, understand and feel his needs and mood.

Tasks of marketing research:

confirmation or refutation of hypotheses;
verification of the conformity of the facts to the planned;
verification of the current state of the object under study.

For example, the following tasks are solved by marketing research methods:

Market capacity is determined. Understanding the size of the market helps to correctly assess the chances of this market, plan actions and avoid unnecessary risks and losses.
The market share is determined. The share is already a reality, and it is quite possible to build on it, forming future plans, and then increase it in the future. Market share is an indicator of success and a measure of a company's opportunity.
Analyze consumer behavior.
Conducted competitor analysis. Knowledge of competitors' products and marketing policies is necessary to better target the market and adjust your individual pricing and promotion policies to help you win the competition.
Marketing channels are being explored. That will allow you to determine the most effective of them and form a ready-made chain of optimal movement of the product to the end consumer.

Knowing the capacity of the market and the trends of its change, the company gets the opportunity to assess the prospects of a particular market for itself. It makes no sense to work in a market whose capacity is insignificant compared to the capabilities of the enterprise: the costs of entering the market and working on it may not pay off.

Marketing research of the market is carried out in two sections:

assessment of the actual data of the past tense in order to adjust certain market parameters;
obtaining values and opinions to build a forecast of events in the future.

Depending on the object of observation distinguish between studies:

Research of the market subject, in conjunction with the marketing object;
Research of the marketing object in market environment;
Research of a marketing object outside the market (desk research, experiments, simulations);
Study of the internal, market-related, environment of the company;

By venue, research in marketing can be classified according to the place of their conduct:

desk research;
Field studies

By market coverage distinguish:

Continuous marketing research;
Selective marketing research;

By type of target audience:

marketing research of a random sample - attracting randomly selected respondents from among the studied audience;
access panel - a stable base of respondents from among target audience participating in marketing surveys on a regular basis.

From the point of view of the organization of the process There are at least three alternative approaches to data collection:

by marketing staff
by a specially created group or with the involvement of companies,
specialized in data collection.

Market Research Methods. There are many market research methods. All these methods are applied about a certain situation, to solve certain problems. marketing tasks. Data collection methods in marketing research can be classified into two groups: quantitative and qualitative.

Quantitative market research usually identified with the conduct of various surveys based on the use of structured closed questions, which are answered by a large number of respondents. Characteristic features such studies are: a well-defined format of the collected data and sources of their receipt, the processing of the collected data is carried out using ordered procedures, mostly quantitative in nature.

Qualitative market research include collecting, analyzing and interpreting data by observing what people do and say. Observation and conclusions are of a qualitative nature and are carried out in a non-standardized form.

Stages of marketing research

The first stage: setting the task and defining the objectives of the study.
Second stage: development of a research plan:

Definition of data sources.
Determination of information collection methods
Determination of methods of systematization, information and storage of information
Definition of research tools (questionnaires, psychological techniques, fixation devices)
Sample design and definition (sample composition, size)

Third Stage: Information Gathering

Fourth stage: Systematization, preparation for storage, transfer and analysis

Fifth stage: Transfer of collected information

The next step is to analyze the information and prepare for the adoption management decisions. The process of collecting information is usually the most expensive stage of the research. In addition, a fairly large number of errors may occur during its implementation.

Do not confuse marketing research with marketing analysis. Marketing Research e includes the collection, processing, storage and systematization of information. Marketing Analysis involves conclusions - assessment, explanation and forecast of the development of processes and phenomena.

Market research data analysis begins with the transformation of the original data (obtained as a result of marketing research). Further analysis is carried out (averages, frequencies, regression and correlation coefficients are calculated, trends are analyzed, etc.).

The market economy is based on the freedom of supply and demand. But this is theoretical.

In practice, factors such as the constant dynamics of supply and demand, increasing competition, the rapid development of technology and technology, unpredictable inflation, volatility legislative framework and much more.

All these conventions create the uncertainty of the economy and the impossibility of obtaining the expected result. But business must evolve, and one of the main components of this process is market analysis, as it determines the strategy of the enterprise.

In essence, this is the collection of information about a particular industry market and its consumers, which is further comprehensively investigated. Market analysis includes several stages. This study:

How to do research

Analysis of sectoral markets implies as its object a set of enterprises with interests in one sector of the economy. The so-called economic branch. It covers the production, distribution and consumption of specific services or goods.

And purpose this study is the definition of industry risks. An analysis of the sales market should calculate the possibility and parameters of the deviation of the results of the activities of a certain entity associated with the unstable situation of a particular industry market.

Table of main criteria:

How to make a comprehensive market analysis - this question is necessary for a clear idea of what will happen with the goods or services of a particular industry entity. The answer will consist of the following items:

what is (relationships that are formed in the market in certain period time and current trends);
forecast of development and growth dynamics (for short-term forecasting, inertial processes are important, for long-term forecasting, the probability of changes in market activity);
what is (since it is impossible to sell more goods than they can buy in a certain territory, as a rule, the period of time is taken equal to one year);
competitor research (understanding how much will be spent Money to fight against them, or to resist their fight);
what is the volume of expected sales of goods or services (vital important information for planning and organizing the functioning of a particular enterprise).

Methods Used

Market analysis methods are systems that allow you to comprehensively explore the market in the aggregate of all indicators. There are the following methods by which market research is carried out:

Which of the methods to prefer in a particular case is determined by the circumstances and. But the most objective indicators will be given by a combination of several methods, since their indicators will complement each other.

If the consumer group is the population, then additional research methods are used that will take into account the improvement in the possibility of service and the ability of buyers to be loyal to a particular brand of product.

As a rule, the methods are based on game theory. A superficial analysis can be carried out by a non-specialist, but to obtain a serious forecast, the participation of professionals capable of using all study methods is necessary.

Research process

Marketing analysis of the market is the assessment, definition, modeling and forecasting of all aspects of the processes taking place in the market and the functioning of a particular industry subject using various research methods. It is possible to conduct it only taking into account a number of factors that are established using a variety of classifications that contribute to a clear structuring and classification of work. The first of these is the structure of marketing analysis. these are the analyses:

specific industry market;
enterprises;
potential and real competitors;
implementation plan for a particular project;
goods or services, their competitiveness.

The main purpose of marketing research is to identify potential opportunities and risks, as well as to create forecasts for options developments in the industry. Based on the results of the analysis, a managerial summary is created and a marketing strategy is determined.

The tasks of marketing analysis are determined by the following factors: the topics of the studied phenomena, the urgency and openness of the data. The most popular research data programs are:

PESTLE analysis. This is an advanced version of PEST analysis. It also takes into account natural, geographical and legal factors.
"Porter's Five Forces". The most powerful toolkit for marketing analysis. This technique identifies five main factors that determine competition, and, consequently, determine the tactics and strategy of the enterprise. The most popular technique among professionals. But its drawback is that it does not consider all particulars and exceptions. And also this technique should be developed for each separate line of business.

Rate the value

It is difficult to overestimate the need for market research for the viability of an enterprise. The analysis gives not only a clear idea of the current situation in the industry and the place of a particular company in it, but also shows the likelihood of future developments.

The results of research, together with planned and reporting information, allow the enterprise to develop strategic measures in advance (development of beneficial processes, elimination of identified imbalances and monitoring possible ones). Market analysis allows you to implement the most effective measures - organizational and economic.

The world's leading brands invest large sums in marketing research, the results of which largely influence key management decisions. The cost of such studies starts from 60,000 rubles and more - cosmic sums, especially for small businesses. However, knowing how to analyze the market, you can extract key information yourself.

Kinds

First of all, you need to clearly define goals. The subject of research depends on what kind of information you want to receive. The main structural components of the market analyzed by the entrepreneur are:

state of the market (capacity, conjuncture, trends, reaction to new products);
share of different companies in the market, their opportunities and prospects;
target segments, their behavior and requirements for the product, the level of demand;
the price level and rate of return in the industry;
free niches in which you can do business;
competitors, their strengths and weaknesses.

Speaking about how to properly analyze the market, it is worth emphasizing that a specific, understandable goal allows you to reduce costs, not waste time processing useless information and immediately choose the most effective research methods.

General market analysis plan

Comprehensive marketing research is usually carried out at the stage of starting or expanding a business. Its goal is to collect as detailed and comprehensive information about a particular niche as possible. How to analyze the market?

Stage 1: Gathering basic information

"Starting point" in carrying out complex analysis- Market Research (actually, the study of the market and its prospects). Ideally, it is necessary to analyze the information for the last 3-5 years.

The key indicator here is market capacity. talking in simple words, this is the amount of goods that consumers can buy in a certain period of time - a month or a year. For calculations, the formula is used:

V=A×N

where: V is the size of the market, A is the size of the target audience (thousand people), N is the rate of product consumption for the period.

Based on this indicator, it is calculated what maximum level of sales a company can achieve in a given region.

The next criterion to pay attention to is the level of demand. It is important to take into account the dynamics of the market, whether it is developing or, on the contrary, declining. In the first case, it is necessary to determine its potential and the boundaries of growth, and at the stage of stagnation, to understand how long this will continue.

In addition, they study the factors affecting the market, the share of key competitors in the total sales volume, and the ways of selling products.

Based on the data obtained, it is necessary to identify the main trends and directions of development, as well as analyze the market prospects - what consumers are choosing now and how their preferences may change in the foreseeable future.

Tip: Up-to-date statistics and research results of individual markets at the international and national levels can be found in trade journals and economic reports.

Stage 2: Identification of target segments

So, we know the volume of the analyzed market as a whole. Now it is necessary to determine which groups of consumers bring the company the main profit, what unites them. For audience segmentation, different criteria are used - gender, age, profession, income level, social status, interests, etc. Depending on the priorities, the significance individual factors may differ.

To decide which segments to focus on in the first place, they additionally analyze:

volume of each segment (number of potential customers);
geographical location;
availability of various consumer groups;
Estimated costs of time and finances to start the activity.

A competent choice of target audience in the future will save the entrepreneur from unnecessary costs and will allow directing resources to attract the most "profitable" buyers.

Stage 2: Study of external factors

Any market is constantly exposed to outside influences. Modern marketers identify 6 types of external factors that affect organizations:

political (state policy in the areas of transport, employment, education, etc., taxes);
economic (inflation rate, loan interest rate);
social (population, worldview, level of education);
technological;
legal (laws regulating the creation and operation of enterprises);
ecological.

Some trends appear slowly, they are easy to predict - for example, back in the 70s, protection problems began to be discussed in society environment, and now eco-friendly business has become a global trend. In the same time, economic situation can change at any moment, and it is simply impossible to say with certainty what will happen in 3-5-10 years.

Stage 4: Analysis of competitors

Speaking about how to learn how to analyze the market, special attention should be paid to the study of enterprises that are already operating in this industry. First of all, you need to learn as much as possible about the companies themselves and their capabilities:

technologies that are used in the production of goods and services;
availability of patents and unique technological advantages;
staff qualification level;
access to limited, scarce resources;
opportunity for additional investment.

The next step is to study the products and services of competitors. It is necessary to evaluate "through the eyes of the consumer", taking into account both rational and emotional factors.

It remains to systematize the data and objectively compare the main market players. For convenience, we suggest using a simple template.

By filling out the table, you will get a basic understanding of the main market players and their activities, as well as be able to compare their performance with your own.

Stage 5: Price Analysis

To see the full picture, it is necessary to break down all market players into price segments - economy, premium, etc. It is also important to understand the price structure (cost, promotion and advertising costs, markup) and approximately calculate the profit from each sale.

Are you interested in marketing analysis? Search as much as possible detailed information? In this article, we will consider what marketing analysis is in general and what methods of marketing analysis exist, where and when they are used, which ones have advantages and disadvantages.

Marketing Analysis represents the analysis, transformation of data in marketing, their systematization, interpretation and modeling, which were collected in the course of marketing research, as one of the components of the concept of the marketing mix "4P". Various methods of marketing analysis and their combined use make it possible to reliably assess the current market situation, as well as develop ways to increase economic indicators enterprises.

Goals and objectives of marketing analysis

The purpose of marketing analysis is to assist in the development and adoption of rational management decisions under conditions of uncertainty.

Marketing analysis allows you to solve the following tasks:

Market research and substantiation of trends and dynamics of its development;
Identification and analysis of factors that have a greater impact on demand;
Analysis of the pricing strategy and its justification;
Identification and analysis of existing and potential competitors of the company;
Evaluation of strengths and weaknesses activities of enterprises, its advantages and disadvantages;
Assessment of competitiveness and development of ways to improve it;
Analysis and identification of the most effective methods of sales promotion.

To solve all these problems, various methods of marketing analysis are used.

Directions of marketing analysis

The main areas of marketing analysis are operational analysis and strategic analysis .

Operational marketing analysis- a set of actions to study the market and influence it. An operational marketing plan, as a rule, is drawn up for a year and is detailed. As part of operational marketing analysis, resources are allocated, current adjustments are made, and specific activities are planned.

Reasonable operational decisions are made by solving the problem of optimal budget distribution within the framework of multicriteria optimization procedures.

Strategic Marketing Analysis- a set of continuous and long-term marketing activities aimed at increasing average market indicators through the systematic implementation of a policy of creating goods or services that have a higher consumer value compared to competitors.

Strategic marketing includes clarifying the company's mission, defining or clarifying its goals, developing a development strategy, drawing up a balanced structure of the company's product portfolio.

Marketing analysis is carried out using statistical, mathematical, econometric and other methods of analysis.

The methods of marketing analysis used in practice include:

Statistical;
Mathematical;
Heuristic (or methods expert assessments);
Multidimensional (matrix);
hybrid;
Modeling of processes and risks.

Let's look at the methods of marketing analysis in more detail, and we should start with a definition.

Definition of marketing analysis methods, their advantages and disadvantages

Statistical methods of marketing analysis represent an analysis of relative, absolute and average indicators, grouping, various factor models of an index, trend or regression type, as well as variational, dispersed, correlation, cyclic or multivariate analysis. To statistical method include analysis of differences, relationships, as well as descriptive, inferential and predictive analysis. The above methods can be applied both individually and in combination, and serve to study massive, systematic or repetitive phenomena and to predict the behavior of market participants.

So, for example, regression analysis helps answer the question about the degree of influence of various factors on the object of consideration. As part of the regression marketing analysis, a graph of the dependence of some values on others is preliminarily built, on the basis of which a suitable mathematical equation is selected, after which the parameters of the equation will be obtained by solving a system of normal equations.

As a rule, regression analysis is used in the study of relationships between a predetermined dependent variable (for example, the magnitude of demand) and one or more independent variables (for example, the price of a product, consumer income) in order to determine the closeness of the relationship between variables and the dependence between them in order to predict values dependent variable in the future.

The advantages of the regression method of analysis include the fact that, as a rule, measured variables are used to build models, and not the features of the properties of the dependence under study. Such models are often difficult to interpret, but are more accurate. However, a disadvantage of regression analysis is that models that are too simple, as well as models that are overly complex, can lead to inaccurate results or erroneous interpretations.

Mathematical methods of marketing analysis are the calculation of complex pricing, prices, advertising budget, justification and choice of location. This method also includes an assessment of the competitiveness of the product, as well as an ABC analysis of the assortment for various modifications of goods that meet the needs of various market segments.

So, for example, ABC-analysis is a method by which you can classify the resources of an enterprise according to their degree of importance. The method is based on the Pareto principle, which states that 20% of all goods or services provide 80% of the company's turnover. In relation to ABC analysis, the Pareto principle can express the following meaning: systematic control and management of 20% of positions makes it possible to control 80% of the system (stock of raw materials, goods or services of the company).

Category A - 20% of the most valuable products in the assortment, providing 80% of sales;
Category B - 30% of the range, providing 15% of sales;
Category C - 50% of the least valuable assortment, which provide only 5% of sales.

This method of analysis is often used in logistics to track the shipment volumes of a certain assortment and the frequency of access to certain positions, or to rank customers by volume and number of orders.

The advantages of this method are its simplicity, transparency and versatility. It can also be automated. The disadvantages include such limitations as the one-dimensionality of the method used (the ability to consider only 1 variable or object), the division of indicators only by quantitative characteristics without taking into account qualitative ones, which results in an average result in each of the groups of objects under study.

To expert assessment methods include methods that are based on experience, intuition and imagination, used to quantify phenomena for which there are no other methods of measurement. This group of methods includes such as the theory of catastrophes, the method of collective generation of ideas, the Delphi method.

The latter method contains the idea that if it is correct to collect and generalize the individual assessments of the market situation of various experts, then it becomes possible to obtain a collective opinion that will have sufficient reliability and reliability.

The arguments in favor of using this method are as follows: the Delphi method allows you to develop independence of thinking individual people in one group, and also contributes to a calm and objective study of the problem. However, the use of this method can be complicated by the fact that such an approach takes a long time to organize, and also that the estimates can be overly subjective as a result.

Matrix methods of marketing analysis represent the construction and analysis of multidimensional matrices for modeling situations and behavior of market participants. For example, SWOT analysis, McKins matrix.

SWOT analysis is aimed at identifying and analyzing the factors of the internal and external environment of the enterprise by dividing them into 4 categories:

To internal factors that the company can influence include:

Strengths ( strengths enterprises);
Weaknesses (his weaknesses).

To external factors which the company cannot influence include:

Opportunities (opportunities for the company);
Threats (threats to her).

The advantages of this method of analysis include its versatility and applicability to different areas economics and management, as well as flexibility in the choice of analyzed elements according to the goals of the analysis. Also, SWOT analysis can be used both as part of an operational analysis and in strategic planning in the long term. The use of the method most often does not require special skills and knowledge or narrow-profile education.

The disadvantages of the SWOT analysis are the lack of specific activities that contribute to the achievement of the set goals, the identified factors are not divided into primary and secondary, the relationship between them is also not established. This method allows you to see a static picture of what is happening, but not a forecast of development in dynamics, it requires the involvement of a large amount of data to build a complete picture, but does not allow you to get a quantitative assessment of the situation, but only a qualitative one, which is often not enough.

Hybrid methods of marketing analysis– combination of deterministic and probabilistic characteristics in order to study complex market processes.

To conduct a hybrid marketing analysis, the results of forecasts obtained by other methods (for example, statistical) are used, and then an integrated forecast is calculated that contains the most reliable and reliable estimate (according to the Delphi method, for example).

Risk modeling methods are process models based on probability and decision theory and allow you to configure models of product or customer flows, as well as market reactions. This group includes, for example, the PERT analysis method (Program Evaluation and Review Technique), the Monte Carlo method, the discount rate adjustment method.

The last method is an adjustment to the original basic discount rate, which is considered risk-free. The adjustment is made by adding the amount of the required risk premium (risk premium) and calculating the criterion of return on the investment portfolio (such as NPV or IRR). The disadvantages of the method include the fact that it does not reveal certain information about the real degree of risk, and according to the model under consideration, the risk premium increases proportionally, while in reality the opposite is often the case.

Stages of marketing analysis

Marketing analysis is carried out in several stages:

Data collection in the course of marketing research;
Generalization, grouping of the array of received data, their expression through a certain number of specified parameters;
Evaluation of generalized data, processing and interpretation of the results obtained for the customer;
Extrapolation, which determines in what confidence interval the obtained samples are in relation to the entire set of objects of attention;
Formulation of conclusions.

Types of marketing analysis and methods applied to them

Marketing analysis is usually divided into 6 types:

Market analysis, which is a strategic analysis and forecast of market development, market demand, modeling of consumer behavior. For this type of analysis, methods are used: GE matrix, series analysis and forecasting, SWOT analysis.
Competitive analysis, which examines the advantages, disadvantages and competitiveness of a market offer. Among the methods used, we should highlight the Porter matrix, factor analysis competitiveness, analysis of checks of competitors.
The analysis of the company, which belongs to the strategic type, reveals a complex of interrelations of the enterprise with external environment. The methods used include ABC analysis, surveys and interviews, market and target audience segmentation, as well as various statistical and mathematical methods.
Analysis of the results of a marketing campaign is a type of operational analysis that reveals the reaction of market participants to the company's marketing activities. Methods used for analysis: survey, Mystery shopper, hall test.
Project analysis is an analysis of the processes of a single marketing event or project. This type of analysis includes the same methods as for the analysis of the results. marketing activities, but only one project from the entire marketing campaign acts as an object of analysis.