AboutAlex J. Caffarini Expertise I can answer questions on any of the following:
* Determining the best marketing research method for your needs;
* Conducting surveys (including questionnaire design);
* Measuring the effectiveness of marketing promotions;
* Determining market size or market share;
* Data analysis;
* Statistical modeling;
* Sales or business forecasting; and
* Market segmentation.
Experience I have 15 years of marketing research experience across several different industries, including banking, insurance, retail, and non-profit.
Organizations American Marketing Association
Education/Credentials M.B.A. in Marketing and Quantitative Methods, and B.B.A. in Economics, both from Loyola University Chicago.
Question I am currently in the process of feverishly constructing a marketing plan. I would like to know what the total market size of the independent (indie) entertainment/media market is in order to assess a market share based on my projected revenue model. How can I obtain this information?
Answer Jamaal,
The U.S. Census Bureau conducts an Economic Census of industries every 5 years (the most recent in 2007). Each industry has a North American Industrial Classification System (NAICS) code. You can find the NAICS code for the Entertainment industry at the Census Bureau's Website (www.census.gov). Detailed statistics are compiled for each industry.
In each of the Census years, you can find the number of firms and/or establishments within a NAICS code, the breakdown of this number by level of revenue, the breakdown by employee size, and the industry concentration ratios.
During the years between the 5-year Censuses, you can obtain projections of the number of firms and their breakdown by employee size. These can help you project the industry's growth rate.
Keep in mind that it takes the Census Bureau several years to put out comprehensive statistics from each Census. In fact, the first of the statistics from the 2007 have only recently been published. You may have to rely more heavily on the data from the 2002 Census.
