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Market research is broader in scope and examines all aspects of a business environment. It asks questions about competitors, market structure, government regulations, economic trends, technological advances, and numerous other factors that make up the business environment (see environmental scanning). Sometimes the term refers more particularly to the financial analysis of companies, industries, or sectors. In this case, financial analysts usually carry out the research and provide the results to investment advisors and potential investors. Product research - This looks at what products can be produced with available technology, and what new product innovations near-future technology can develop (see new product development). Advertising research - is a specialized form of marketing research conducted to improve the efficacy of advertising. Copy testing, also known as "pre-testing," is a form of customized research that predicts in-market performance of an ad before it airs, by analyzing audience levels of attention, brand linkage, motivation, entertainment, and communication, as well as breaking down the ads flow of attention and flow of emotion. Pre-testing is also used on ads still in rough (ripomatic or animatic) form. (Young, p. 213)

In economics, market structure (also known as the number of firms producing identical products).
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Monopolistic competition, also called competitive market, where there are a large number of firms, each having a small proportion of the market share and slightly differentiated products. Oligopoly, in which a market is dominated by a small number of firms that together control the majority of the market share. Duopoly, a special case of an oligopoly with two firms. Oligopsony, a market where many sellers can be present but meet only a few buyers. Monopoly, where there is only one provider of a product or service. Natural monopoly, a monopoly in which economies of scale cause efficiency to increase continuously with the size of the firm. A firm is a natural monopoly if it is able to serve the entire market demand at a lower cost than any combination of two or more smaller, more specialized firms. Monopsony, when there is only one buyer in a market. Perfect competition is a theoretical market structure that features unlimited contestability (or no barriers to entry), an unlimited number of producers and consumers, and a perfectly elastic demand curve.

The imperfectly competitive structure is quite identical to the realistic market conditions where some monopolistic competitors, monopolists, oligopolists, and duopolists exist and dominate the market conditions. The elements of Market Structure include the number and size distribution of firms, entry conditions, and the extent of differentiation. These somewhat abstract concerns tend to determine some but not all details of a specific concrete market system where buyers and sellers actually meet and commit to trade. Competition

is useful because it reveals actual customer demand and induces the seller (operator) to provide service quality levels and price levels that buyers (customers) want, typically subject to the sellers financial need to cover its costs. In other words, competition can align the sellers interests with the buyers interests and can cause the seller to reveal his true costs and other private information. In the absence of perfect competition, three basic approaches can be adopted to deal with problems related to the control of market power and an asymmetry between the government and the operator with respect to objectives and information: (a) subjecting the operator to competitive pressures, (b) gathering information on the operator and the market, and (c) applying incentive regulation.[1] Environmental scanning is one component of the global environmental analysis. Environmental monitoring, environmental forecasting and environmental assessment complete the global environmental analysis. Environmental scanning refers to the macro environment. The global environment refers to the macro environment which comprises industries, markets, companies, clients and competitors. Consequently, there exist corresponding analyses on the micro-level. Suppliers, customers and competitors representing the micro environment of a company are analyzed within the industry analysis.[1] Environmental scanning can be defined as the study and interpretation of the political, economic, social and technological events and trends which influence a business, an industry or even a total market.[2] The factors which need to be considered for environmental scanning are events, trends, issues and expectations of the different interest groups. Issues are often forerunners of trend breaks. A trend break could be a value shift in society, a technological innovation that might be permanent or a paradigm change. Issues are less deep-seated and can be 'a temporary short-lived reaction to a social phenomenon'.[3] A trend can be defined as an environmental phenomenon that has adopted a structural character.[4] Copy testing is a form of marketing research, in which, focus groups analyze content prior to airing. This specialized field of marketing research determines an ads effectiveness based on consumers responses during pre-testing. It covers all media channels including print, TV, radio, Internet etc. Also known as copy testing, pre-testing it is considered the most accurate way to predict how an ad will perform. Based upon the analysis of feedback gathered from a target audience. Each test will either qualify the ad as strong enough to meet company action standards for airing, or identify opportunities to improve the performance of the ad through editing. (Young, p.213) Pre-testing identifies weak spots within an ad campaign, to more effectively edit ads and streamlines the selection of images to use in an integrated campaigns print ad, to pull out the key moments for use in ad tracking, and to identify branding moments. [1] Features of a Good Copy Testing system In 1982, a consortium of 21 leading advertising agencies including N.W.Ayers, DArcy, Grey, McCann-Erikson, Needham Harper & Steers, Ogilvy & Mather, J.Walter Thompson, Young & Rubicam etc. released a public document where they laid out the PACT (Positioning Advertising

Copy Testing) Principles on what constitutes a good copy testing system. PACT states a good copy testing system must meet the following criteria: 1. Provides measurements which are relevant to the objectives of the advertising 2. Requires agreements about how the results will be used in advance of each specific test. 3. Provides multiple measurements because single measurements are generally inadequate to assess the performance of an advertisement/ 4. Based on a model of human response to communications the reception of a stimulus, the comprehension of the stimulus and the response to the stimulus. 5. Allows for consideration of whether the advertising stimulus should be exposed more than once. 6. Recognizes that the more finished a piece of copy is, the more soundly it can be evaluated and requires, as a minimum, that alternative executions be tested in the same degree of finish. 7. Provides controls to avoid the biasing effects of the exposure context. 8. Takes into account basic considerations of sample definition. 9. Demonstrates reliability and validity.

brand linkage (plural brand linkages) 1. the degree to which the consumer understands a commercials message is for a specific brand of product rather than the product category. If viewers remember a funny commercial was for tissues instead of the brand Puffs, then the ad has poor brand linkage. Flow of attention 1. (advertising) Research results that plot the audiences level of attention, moment-bymoment, through a commercial. The Flow of Attention results showed us where we were losing the audience so we edited those few spots and had a better commercial. 2. (advertising) A research technique that deconstructs the cognitive processes of the audiences selective perception filter. flow of emotion (plural flows of emotion) 1. (advertising) Research results that plot the audiences level and type of emotional response, moment-by-moment, through a commercial.

It was easy to see in the flow of emotion results that people had strong negative emotions toward the voice-over, so we had the announcer read the copy less sarcastically and people loved the ad. 2. (advertising) A research technique that deconstructs the dramatic structure of a commercial in terms of emotional response to the advertisement rather than the rational response to the messaging.