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Market Research ToolsMarket Research Toolsand Techniquesand Techniques

LDM GROUP LDM GROUP 

Franklin Templeton Asset Group Franklin Templeton Asset Group 

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The Need for MarketThe Need for MarketResearchResearch

•• Investment analysts and portfolio managersInvestment analysts and portfolio managers

need market information at every stage inneed market information at every stage in

their decisiontheir decision--making effortsmaking efforts

•• Market information is required not only forMarket information is required not only for

rational acquisition decisions, but forrational acquisition decisions, but for

managing the existing investment portfoliomanaging the existing investment portfolio

•• Market research is also need to facilitateMarket research is also need to facilitate

operating management decisionsoperating management decisions

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How Much MarketHow Much MarketResearch?Research?

•• Justified by market stability andJustified by market stability anddegree of investmentdegree of investment

complexitycomplexity

•• Maximum net benefit fromMaximum net benefit fromresearch occurs when pursuedresearch occurs when pursued

to point where marginalto point where marginal

benefits equal marginal costbenefits equal marginal cost

•• Decision makers must identifyDecision makers must identify

point of maximum benefitpoint of maximum benefit

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Figure 4.1Figure 4.1

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 A Design for Market A Design for MarketResearchResearch

•• Formulate nature of problemFormulate nature of problem

•• Proceed from general toProceed from general to

specificspecific

•• Four quadrant forecastingFour quadrant forecasting

matrix matrix 

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Figure 4.2Figure 4.2

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Preparing the ResearchPreparing the ResearchReportReport

•• Summarizes proceduresSummarizes proceduresemployed and describesemployed and describesconclusions reachedconclusions reached

•• Everything in research reportEverything in research reportshould be explained in terms ofshould be explained in terms ofits bearing on the conclusionits bearing on the conclusion

•• Report format is determined byReport format is determined bynature of research problemnature of research problemand needs of user and needs of user 

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Data SourcesData Sources

•• Primary dataPrimary data

•• Secondary dataSecondary data

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Primary dataPrimary data

•• Statistics gathered byStatistics gathered by

researcher precisely forresearcher precisely for

problem at handproblem at hand

•• Can be gathered byCan be gathered by

communication or bycommunication or by

observationobservation

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Secondary dataSecondary data

•• Less costly and timeLess costly and time

consuming to generateconsuming to generate

•• Never precisely in desired formNever precisely in desired form

••  Available from agencies Available from agencies

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Descriptive ResearchDescriptive Research

•• ExamplesExamples

 – – Describing profile of typicalDescribing profile of typical

tenantstenants

 – – Estimating proportion of peopleEstimating proportion of peoplein a specific population whoin a specific population who

behave in a particular manner behave in a particular manner 

•• Describes aspect of problemDescribes aspect of problem

•• Requires planning and catalogRequires planning and catalog

systemsystem

•• CrossCross--sectional sectional oror time seriestime series

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Statistical ResearchStatistical Research

•• Permit reliable generalizationsPermit reliable generalizations

to be drawn after examinationto be drawn after examination

of a limited portion of the totalof a limited portion of the total

pool of informationpool of information

•• Descriptive statisticsDescriptive statistics

•• Inferential statisticsInferential statistics

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Geographic InformationGeographic InformationSystemsSystems

•• (GIS) relate information to(GIS) relate information to

geographic location; series ofgeographic location; series of

map overlaysmap overlays

•• Computerized systemsComputerized systems