Marketing Research. Market Size, Calculation, and Justification

This textbook is dedicated to an important topic for any business: the marketing assessment of market sizes. The authors describe in detail the sequence of steps required for calculating market capacity: determining the scheme and method of calculation, conducting calculations, and justifying the results obtained.

A detailed analysis of the most popular methods and techniques for assessing market capacity is presented, with numerous examples of their practical application. One section is dedicated to assessing the market volume for startups and new entrepreneurs in terms of TAM-SAM-SOM, with a detailed description of the algorithm for calculating the capacities of these markets. The topic of justifying the relevance of the obtained calculated values of market capacity before the customer is discussed in detail. The materials of the textbook will teach how to argue the correctness of the obtained data. Special emphasis is placed on methods for increasing market sizes.

The publication will be useful for marketing specialists working in small and medium-sized businesses, novice entrepreneurs, startup founders, project initiators, grant and investment applicants, as well as teams preparing business plans.

Recommended as a textbook for university students studying in the fields of "Management/Marketing", "Economics", "Digital Marketing and E-business".