Descriptive Market Analysis Studies are directed at determining the size and relative market share of the market. Such studies provide key information for determining market growth, competitive positioning and tracking share of market. The CEO usually wants to know this information. Industry consortiums often commission this type of study.

Sample Survey1

General Descriptors: (Demographic or Corpographic if corporate profile)
(Demographic examples: age, income, occupation, home ownership, work full time, part time, stage in family life cycle, number living at home, number of children by age group, amount of contact from sales reps)
Qualification of respondent (is this the correct person to answer the questions)
Description of respondent position (Job Title)
Role in the purchase process (are they influencer, purchaser, user)
Corpographic Descriptors (use demographics if consumer product study)
Number of employees, sales, for all locations
Number of employees, sales, for this location
Number of users

Awareness - Experience
Awareness of brands in the product category
Usage situations in which you would purchase… overcoming traditional obstacles.
Levels of experience with product may determine ability to overcome the belief/hurdle.

Purchase
Purchases for product category (units and/or $) (Historical, Periodical?)
Purchase units / $ per user (maybe also no. of competitors for them)
Purchases by brand within category
Purchases made “under the radar” i.e., not through channels
Purchases of accessory items
Anticipated future purchase
Increase or decrease in purchases this year over last
Increase or decrease in purchases anticipated next year

Other Issues that may be relevant depending on the purpose of the study
How to “marry” secondary data, such as a financial broker's analyses and projections, with collected data
How to encourage customers in the market to supply data
How to prepare market reports for executives vs. middle management