Market research comprises a wide variety of
methodologies, which can be combined to design a specific study.
Market research activities must be defined for every specific
project, with a level of thoroughness that varies accordingly.
The main elements to consider when designing a
market research study are:
THE PRODUCT OR SERVICE TO BE ANALYZED
PREVIOUS KNOWLEDGE ON THE MARKET AND ITS
GEOGRAPHICAL SCOPE OF THE STUDY
LEVEL OF RESEARCH THROUGHNESS NEEDED
The main methodologies used by Alderete y Socios
Consultoría Industrial SC are:
Analysis of market extent.
It consists in the detection, recollection, and
analysis of secondary statistic sources from governmental agencies,
statistical bodies, producer associations, etc. This kind of study
comprises a deep analysis of figures to detect tendencies that help
define the extent, segments, and characteristics of the analyzed
A field study that considers the opinions from a
series of experts and participants in the analyzed market. It
consists of thorough field research oriented towards the analysis of
quantitative and qualitative aspects of the market and the reasons
for its change. This kind of research is divided into the segments
of competitors, customers, and experts.
This is field research directly addressed to the
consumers and intended to detect quantitative and qualitative
information. Generally, sample sizes are large and defined through
It consists in the analysis of a combination of
studies to define market penetrability recommendations through the
analysis of price, quality, delivery, service, and others.