MindMap Gallery Market research and market demand forecast
Introduction to Marketing: Market research and market demand forecasting knowledge, including marketing research process, marketing data analysis, market demand measurement and forecasting, etc.
Edited at 2023-01-11 08:16:00This Valentine's Day brand marketing handbook provides businesses with five practical models, covering everything from creating offline experiences to driving online engagement. Whether you're a shopping mall, restaurant, or online brand, you'll find a suitable strategy: each model includes clear objectives and industry-specific guidelines, helping brands transform traffic into real sales and lasting emotional connections during this romantic season.
This Valentine's Day map illustrates love through 30 romantic possibilities, from the vintage charm of "handwritten love letters" to the urban landscape of "rooftop sunsets," from the tactile experience of a "pottery workshop" to the leisurely moments of "wine tasting at a vineyard"—offering a unique sense of occasion for every couple. Whether it's cozy, experiential, or luxurious, love always finds the most fitting expression. May you all find the perfect atmosphere for your love story.
The ice hockey schedule for the Milano Cortina 2026 Winter Olympics, featuring preliminary rounds, quarterfinals, and medal matches for both men's and women's tournaments from February 5–22. All game times are listed in Eastern Standard Time (EST).
This Valentine's Day brand marketing handbook provides businesses with five practical models, covering everything from creating offline experiences to driving online engagement. Whether you're a shopping mall, restaurant, or online brand, you'll find a suitable strategy: each model includes clear objectives and industry-specific guidelines, helping brands transform traffic into real sales and lasting emotional connections during this romantic season.
This Valentine's Day map illustrates love through 30 romantic possibilities, from the vintage charm of "handwritten love letters" to the urban landscape of "rooftop sunsets," from the tactile experience of a "pottery workshop" to the leisurely moments of "wine tasting at a vineyard"—offering a unique sense of occasion for every couple. Whether it's cozy, experiential, or luxurious, love always finds the most fitting expression. May you all find the perfect atmosphere for your love story.
The ice hockey schedule for the Milano Cortina 2026 Winter Olympics, featuring preliminary rounds, quarterfinals, and medal matches for both men's and women's tournaments from February 5–22. All game times are listed in Eastern Standard Time (EST).
Market research and market demand forecast
marketing research process
Marketing research
The meaning and content of marketing research
Customer insight: It is a new understanding of customers and the market generated by marketing information. Based on this, enterprises create customer value and establish and maintain customer relationships.
Marketing research: marketing activities that systematically design, collect, analyze and report data and research results related to corporate marketing
Marketing research technology (steps): Define marketing issues and research content - Prepare research plan - Collect information - Analyze information - Display research results - Make marketing decisions
Collection of secondary marketing data
Primary data (raw data)
Concept: Data collected personally by businesses
Sources: internal information systems of enterprises; information systems of dealers, advertising agencies, and industry associations; government publications or business and trade publications
Secondary data
Concept: Data that has been compiled and processed
Evaluation criteria: impartiality; reliability; validity
Collection of raw data
Observation research: A method of collecting primary data by observing the people, behaviors, and environments involved in a particular marketing process.
Experimental research: In order to test the impact of specific marketing stimuli on customer behavior, several control methods must be introduced
Experimental research and experimental process
Experimental subject: refers to the unit (consumer, store, sales area) that can be given behavioral stimulation to observe its reaction.
Experimental input: refers to the variable (price, packaging, display, sales incentive program, or other marketing variable) on which the researcher will test the impact measure
Environmental input: refers to all factors that affect experimental input and its subjects (competitor behavior, weather changes, uncooperative dealers)
Experimental output: that is, experimental results (changes in sales, customer attitudes, behavioral changes)
Main types of experimental designs
Simple time series experiment
Repeated time series experiments
Before and after control group analysis
Tie design
latin square design
Research
Determine research purpose
Develop research strategy
Survey methods: household interviews, street intercept interviews, traditional telephone surveys, computer-assisted telephone surveys, fully automated telephone surveys, mail surveys, and online surveys
research tool
Sampling method
Collect and analyze data
Form a research report
Expert estimate
Online marketing research (main method)
Conduct marketing research using the Internet as a medium
Create online panels, provide regular feedback, organize live discussions, or schedule online focus groups
Online experimental research
Create a virtual shopping environment
Marketing data analysis
multivariate statistical techniques
measurement scale
Classification scale: a measurement scale that classifies things according to certain attributes, and each type is a parallel relationship (name, category, title, name)
Ordinal scale: A measurement scale for the hierarchical and sequential differences between things (order, sequence, sequence, grade)
Interval scale: Not only can things be sorted into different categories, but also the distance between them can be accurately measured (interval, interval, interval, equal distance)
Fixed ratio scale: 3 kinds of "absolute zero points", which can perform addition, subtraction, multiplication and division operations (ratio, equal ratio, proportion)
Market demand measurement
Market demand
Definition: The total amount purchased by a certain customer in a certain geographical area, a certain time, a certain marketing environment and a certain marketing plan
Marketing power and market demand
Marketing expense level: i.e. all expenditures spent on marketing
Marketing mix: the type and quantity of marketing tools used by a company within a specific range
Marketing configuration: the allocation of corporate marketing forces in different customer groups and sales areas
Marketing efficiency: the input-output ratio of a company’s marketing expenses
market reaction function
Concept: Market demand is affected by various factors
Market potential: the highest limit of market demand
Marketing sensitivity: the distance between market minimum volume and market potential
Market forecast and market potential
Business needs
Formula: Qi=Si×Q
Explanation: Qi is the demand of enterprise i, Si is the market share of enterprise i, and Q is the total market demand.
Business Forecast and Business Potential
Estimate current market demand
total market potential
Concept: In a certain period of time, under a certain level of industry marketing power, and under certain environmental conditions, the maximum sales volume that all enterprises in an industry can achieve
Formula: Q=nqp, Q is the total market potential, n is the number of buyers of a specific product under given conditions, q is the average purchase quantity of each buyer, and p is the product price.
Reachable market: all buyers that a company's products can reach and attract
Regional market potential (estimation method)
Market accumulation method: first identify the possible buyers of a product in each market, and then add up the estimated purchase potential of each market.
Purchasing power index method: a method of estimating its market potential with the help of various indices related to regional purchasing power (such as: regional purchasing power as a percentage of the country’s total purchasing power)
Estimate actual sales and market share
Market demand forecast
buyer intention survey method
Comprehensive Opinion Method of Sales Personnel
expert opinion method
market test method
time series method
straight line trend method
Statistical demand analysis method
multi-attribute attitude modeling approach