Market research - summary
In the last section we looked at all the different types of market research. The table below summarises these for reference. You should understand these - refer back to the previous page if you are not sure.
Follow the links in the tables to find out the advantages and disadvantages of each type:
Secondary/Desk research
Internal sources | External sources |
---|---|
Competitor analysis | Company records and accounts (usually available from national company agency) |
Internal databases of customer and customer information records | Trade reports - perhaps from trade association |
Internal market assessment reports | Specialist publishers e.g. Mintel |
Customer accounting records (payments etc) | Government departments and agencies |
Retail audit data | |
Advantages | Disadvantages |