Statistics is departing point for market researches, basis for analytics and managerial decisions. In terms of data we’re talking about quantitative marketing data. Statistic information (as opposed to analytics) to be represented as numerical tables and diagrams accompanied by descriptive texts. The client will not get data analytics, conclusions or recommendations. That is why the service is often ordered as a part of integrated and target market researches.

If you need market statistics, you’re thinking of reliable, urgent, complete and adequate to decision needs information. Such a result of statistic work would require proper approach.

Adequacy of the information requires professional approach to data collection and processing. Everyone who is familiar to official statistics (Russian Statistic Service, Federal Customs service, data of ministries and offices and so on) knows about the difficulty of sorting out data needed for the decision. Each decision will demand individual approach to data assembling and analyses, including laborious detailed data scrutinizing, correction and addition.

Urgency of information is one of its key characteristics important for making marketing decisions. Data is necessary now and it should be recent. Sources of data can be primary or secondary. From the view of urgency, primary data assembling is preferable, because secondary data is published with delay.

Data completeness and adequacy may be provided only as a result of well organized research. For this purpose we can’t use doubtful or partial sources. Our experience shows that the information collected mast be verified as minimum by three cross methods. Thus, data completeness and adequacy will require corresponding manhours and expenses.

Another important characteristic of data received from marketing company is independency. Information from researching company which is based on comparative analyses of several sources is objective.

Actual market statistics, as a rule, requires precision of its capacity – volume of goods and services manufactured or consumable during certain time period. From the point of Client’s view the most important capacities are: potential (maximum possible sales volume), available (volume to be reached) and units in service in present.

Depending on targets and analyses needs, market capacity may be calculated by volumes of production (deliveries), by rates of application (consumption) and by sales. These methods can be used simultaneously (in complex).