Market Research Studies

    One of your decisions will be to order market research studies. All studies are ordered at the beginning of a period and are conducted by a specialized research firm during that period. Hence, the information provided is relevant to the market situation during the analyzed period except for the Market Forecast study. The results are delivered with your annual report at the end of the period and can be used for the next period’s decisions. Companies can buy 14 different types of studies, as shown in Figure 6. Studies deal with the Sonite market, consumers and channels. All studies are further detailed in section IV.3.

    Note: only four studies will be available in your Period 0 report:
     Consumer survey, Consumer panel, Distribution panel and Market Forecast.

    Read section V.11 to review the Market Research decision form.

     

    • Consumer survey

    • Estimates of Competitive Expenditures on Distribution Channels

    • Consumer panel

    • Media reporting

    • Customer centricity

    • Industry benchmarking

    • Distribution panel

    • Advertising experiment

    • Semantic scales

    • Distribution Channels experiment

    • Multidimensional scaling

    • Market forecast

    • Competitive advertising estimates

    • Conjoint analysis

    Figure 6 – Available market research studies