Part 3: Market Metrics

Included in this section are:

  • Size estimates (current and future) for:
    • Overall market
      • Current size
      • Potential size
      • Actual penetration of current products/service within the total market
    • Individual market segments
      • Current size
      • Potential size
      • Actual penetration of current products/service within the total market
    • Usage rates
      • Frequency of product purchases
  • Growth estimates (current and future) for:
    • Overall market
    • Individual market segments

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Primary Research - Disadvantages
Cost - Compared to secondary research, primary data may be very expensive since there is a great deal of marketer involvement and the expense in preparing and carrying out research can be high.Time Consuming – To be done correctly primary data collection requires the development and execution of a research plan. Going from the start-point …

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