Market Research Competitive Intelligence & Market Analysis 2

Question 1

What is 'market sizing' in competitive analysis research?

Accepted Answer

Estimating the total revenue or sales volume available in a specific market

Answer

Market sizing estimates the total addressable market (TAM), serviceable addressable market (SAM), and serviceable obtainable market (SOM) to assess business opportunity.

Question 2

What do TAM, SAM, and SOM represent in market analysis?

Accepted Answer

TAM is total market demand, SAM is the segment you can serve, SOM is the share you can realistically capture

Answer

TAM (Total Addressable Market) is the overall revenue opportunity, SAM (Serviceable Addressable Market) is the portion you can reach, and SOM is your realistic market share target.

Question 3

What is 'perceptual positioning' research designed to reveal?

Accepted Answer

How consumers mentally position a brand relative to competitors on key attributes

Answer

Perceptual positioning research reveals the mental map consumers hold of competing brands, showing differentiation gaps and opportunities for repositioning.

Question 4

What is 'competitive gap analysis' used for in market research?

Accepted Answer

Identifying differences between current performance and competitor or best-practice benchmarks

Answer

Competitive gap analysis compares a company's capabilities, performance, and positioning against competitors to identify areas of competitive disadvantage and priority for improvement.

Question 5

What is 'brand health tracking' research?

Accepted Answer

Ongoing measurement of key brand metrics such as awareness, consideration, and preference over time

Answer

Brand health tracking is a longitudinal research program that continuously monitors key brand performance indicators to detect trends, competitive threats, and campaign impact.

Market Research Practice Test

Market Research Practice Test

Market Research Competitive Intelligence & Market Analysis 2