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34-520: Currently it has an audited circulation of 48,000 (66,000 on Sundays) and a market share of 76% of all newspaper readership in Campinas (which is the third city in the Brazilian ranking of absolute number of newspaper readers) [1] . It is one of the most modern newspapers in the country and the largest Brazilian newspaper published outside capital cities. The publication is distributed to 45 cities in

68-526: A US-only legal doctrine called market share liability . Market share is said to be a key indicator of market competitiveness, i.e. how well a firm is doing against its competitors. "This metric, supplemented by changes in sales revenue, helps managers evaluate both primary and selective demand in their market. That is, it enables them to judge not only total market growth or decline but also trends in customers' selections among competitors. Generally, sales growth resulting from primary demand (total market growth)

102-455: A Web portal called Cosmo . 22°54′53.03″S 47°03′37.19″W  /  22.9147306°S 47.0603306°W  / -22.9147306; -47.0603306 This Brazilian newspaper-related article is a stub . You can help Misplaced Pages by expanding it . Market share Market share is the percentage of the total revenue or sales in a market that a company's business makes up. For example, if there are 50,000 units sold per year in

136-399: A given industry, a company whose sales were 5,000 of those units would have a 10   percent share in that market. "Marketers need to be able to translate sales targets into market share because this will demonstrate whether forecasts are to be attained by growing with the market or by capturing share from competitors. The latter will almost always be more difficult to achieve. Market share

170-496: A polls company ( Datacorp ) and owns also several other newspapers in Campinas, Piracicaba and Ribeirão Preto , such as Diário do Povo (the second largest newspaper in Campinas, with a 20% market share ), Gazeta do Cambuí , Gazeta de Piracicaba , Gazeta de Ribeirão and the Metrópole magazine, which circulates on Sundays with Correio Popular . Correio Popular , as the other RAC's newspapers are available on-line though

204-451: A sample of the general population. The data can be quantitative in nature (counting sales, clicks, eye-tracking) or qualitative (surveys, questionnaires, interviews, feedback). Aggregating, visualizing, and turning data into actionable insights is one of the major challenges of market research and today, text analytics affords market researches methods to process large amounts of qualitative information and turn it into quantitative data, which

238-403: A theory that advertising had to be seen, read, believed, remembered, and most importantly, acted upon, in order to be considered effective." Advertisers realized the significance of demographics by the patterns in which they sponsored different radio programs. The Gallup Organization helped invent the public opinion poll; today, "Market research is a way of paying for it." Market research

272-463: A view to imposing costs on domestic competitors". Research has also shown that market share is a desired asset among competing firms. Experts, however, discourage making market share an objective and criterion upon which to base economic policies. The aforementioned usage of market share as a basis for gauging the performance of competing firms has fostered a system in which firms make decisions with regard to their operation with careful consideration of

306-470: Is a way of getting an overview of consumers' wants, needs and beliefs. It can also involve discovering how they act. The research can be used to determine how a product could be marketed . Peter Drucker believed market research to be the quintessence of marketing. Market research is a way that producers and the marketplace study the consumer and gather information about the consumers' needs. There are two major types of market research: primary research, which

340-613: Is an organized effort to gather information about target markets and customers. It involves understanding who they are and what they need. It is an important component of business strategy and a major factor in maintaining competitiveness . Market research helps to identify and analyze the needs of the market, the market size and the competition. Its techniques encompass both qualitative techniques such as focus groups, in-depth interviews, and ethnography, as well as quantitative techniques such as customer surveys, and analysis of secondary data. It includes social and opinion research, and

374-399: Is closely monitored for signs of change in the competitive landscape, and it frequently drives strategic or tactical action." Additionally, market share is a key metric in understanding performance relative to the growth of the market as measurement of internal sales growth (or decline) only may be a result of similar growth or declines in the industry being measured. Increasing market share

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408-463: Is easier to visualize and use for formalized decision making. Data collection can use larger audience samples than the few hundred or thousand typically used in market research. Also required is the (at least passive) cooperation of those being surveyed; trust is also helpful. Translation is an essential comprehension tool for global consumers and is not a simple act of replacing words in one language with words in another. Some data collection

442-401: Is incentivized: a simple form is when those on the road contribute to traffic reporting of which they are consumers. More complex is the relationship of consumer-to-business (C2B), which sometimes introduces reliability problems. Other data collection is to know more about the market, which is the purpose of market research. The international growth of available research both from and via

476-509: Is less costly and more profitable than that achieved by capturing share from competitors. Conversely, losses in market share can signal serious long-term problems that require strategic adjustments. Firms with market shares below a certain level may not be viable. Similarly, within a firm's product line, market share trends for individual products are considered early indicators of future opportunities or problems." Also,"Market share competition drives companies to support climate change policies with

510-406: Is much older than that of market research . Although both involve consumers, Marketing research is concerned specifically about marketing processes, such as advertising effectiveness and salesforce effectiveness, while market research is concerned specifically with markets and distribution. Two explanations given for confusing Market research with Marketing research are the similarity of

544-478: Is no generally acknowledged best method for calculating it. This is unfortunate, as different methods may yield not only different computations of market share at a given moment, but also widely divergent trends over time. The reasons for these disparities include variations in the lenses through which share is viewed (units versus dollars), where in the channel the measurements are taken (shipments from manufacturers versus consumer purchases), market definition (scope of

578-491: Is one of the most important objectives of business . The main advantage of using market share as a measure of business performance is that it is less dependent upon macro environmental variables such as the state of the economy or changes in tax policy . In the United States market, however, increasing market share may be dangerous for makers of fungible and potentially hazardous products such as medicine, due to

612-584: Is sub-divided into quantitative and qualitative research, and secondary research . Factors that can be investigated through market research include: Another factor that can be measured is marketing effectiveness . This includes: "Rigorous sampling methodologies combined with high-quality data collection" is what the magazine Advertising Age considers the backbone of market research. Data collection can be done by observing customer behavior through in-situ studies or by processing e.g. log files, by interviewing customers, potential customers, stakeholders, or

646-404: Is the systematic gathering and interpretation of information about individuals or organizations using statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making. Market research, marketing research , and marketing are a sequence of business activities ; sometimes these are handled informally. The field of marketing research

680-613: The Internet has influenced a vast number of consumers and those from whom they make purchases. Although emerging global markets , such as China, Indonesia and Russia are still smaller than the US in B2B e-commerce , their internet-fueled growth factor is stimulated by product-enhancing websites, graphics, and content designed to attract corporate and consumer / B2C shoppers. Estimates for 2010 show between US$ 400 billion and $ 600 billion in revenue

714-459: The competitive universe), and measurement error." It is generally accepted that no single source will provide a fully comprehensive market share, as most methods of calculation are incomplete. Methods such as POS aggregation may omit specific retailers or brands from the calculation, while methods such as collecting consumer data may rely on recall or collecting data from a representative sample. The best method of market share calculation depends on

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748-547: The consumer research done by the country's manufacturers." Also less written about is tailored translation approaches based on the expertise or resources available in the local country. To mitigate implicit and unconscious bias in market research design, researchers have suggested conducting bias testing via interviewer-moderated technology-aided, unmoderated methods. Market research data has loss prevention aspects; that less than 60 percent of all proposed modifications and new products are deemed failures. When information about

782-443: The environment of their location. Small scale surveys and focus groups are low cost ways to gather information from potential and existing customers and donors. While secondary data (statistics, demographics, etc.) is available to the public in libraries or on the internet, primary sources, done well, can be quite valuable: talking for an hour each, to twelve people, two apiece from six potential clients, can "get inside their minds.. get

816-401: The impact of each decision on the market share of their competitors. It is generally necessary to commission market research (generally desk/secondary research) to determine. Sometimes, though, one can use primary research to estimate the total market size and a company's market share. While "market share" may be defined as "the percentage of a market accounted for by a specific entity",

850-550: The importance of testing film content and marketing material involves: Market research is an industry that overlaps with and is often referred to as the "insights" industry. However, the distinctive methods and techniques of market research not always correspond to the digital-first approach of insights vendors. The emergence of insights focusing on data analytics rather than fieldwork is competing with market research for managerial attention and funding. Current research with market research practitioners shows two pressing concerns for

884-428: The industry and the methods available. As of April 10, 2012, this article is derived in whole or in part from Marketing Metrics: The Definitive Guide to Measuring Marketing Performance by Farris, Bendle, Pfeifer and Reibstein . The copyright holder has licensed the content in a manner that permits reuse under CC BY-SA 3.0 and GFDL . All relevant terms must be followed. Market research Market research

918-515: The industry: online data commoditization and the increasing distance between market researchers and top management within client organizations. Both concerns boil down to the risk they perceived of market research becoming a legacy activity of the marketing department rather than the cornerstone of business strategy . Market research aims to produce so-called "actionable knowledge" that firms find useful in their operations: Small organizations and non-profits can derive needed information by observing

952-408: The market is difficult to acquire, and the cost of "going ahead with the decision" to offer the product or service is affordable, the research cost may be more profitably used "to ensure that the new line got the advertising send-off it needed to have the best chances of succeeding." As measured in revenue, US based Amazon is the worldwide E-Commerce leader. The film industry is an example where

986-447: The measure may also be divided into two types: " Unit market share : The units sold by a particular company as a percentage of total market sales, measured in the same units. " "This formula, of course, can be rearranged to derive either unit sales or total market unit sales from the other two variables, as illustrated in the following:" " Revenue market share : Revenue market share differs from unit market share in that it reflects

1020-434: The prices at which goods are sold. In fact, a relatively simple way to calculate relative price is to divide revenue market share by unit market share. " "As with the unit market share, this equation for revenue market share can be rearranged to calculate either sales revenue or total market sales revenue from the other two variables." In a 2010 survey of nearly 200 senior marketing managers , 67% responded that they found

1054-401: The region of Campinas. Currently it has special weekly supplements on travel and automobiles , and another one for children. On Sundays the paper has supplements for jobs and home and construction. Correio Popular is owned and managed by a larger communications holding company, Rede Anhangüera de Comunicação (RAC), which operates a news agency (AAN), a printing facility ( Grafcorp ),

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1088-427: The revenue or "dollar market share" metric very useful, while 61% found "unit market share" very useful. Market share can also be broken down into three components, namely penetration share, share of customer, and usage index. These three underlying metrics can then be used to help the brand identify market share growth opportunities. "Although market share is likely the single most important marketing metric, there

1122-558: The terms and also that Market Research is a subset of Marketing Research . Further confusion exists because of major companies with expertise and practices in both areas. Although market research started to be conceptualized and put into formal practice during the 1930s as an offshoot of the advertising boom of the Golden Age of radio in the United States, this was based on 1920s work by Daniel Starch . Starch "developed

1156-567: Was generated by this medium. A report titled "Global B2C E-Commerce and Online Payment Market 2014" indicated a decrease in overall growth rates in North America and Western Europe, even as absolute growth numbers rose. The UK Market Research Society (MRS) listed the top social media platforms primarily used by millennials are LinkedIn , Facebook , YouTube and Instagram . Regarding details for worldwide corporate market research, "most of them are never written about because they are

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