Marketing research can determine what variables influence brand sales and can asses how future change in these variables will influence sales. Very simply put, the sales volume a brand achieves is a function of two factors: the size of the market for the product category (the market potential) and the percentage of those sales captured by the brand (the market share) (Crask Melvin, et al. 1995).
Sigma Research used the method to measure the market, assess marketability, product competitiveness, so it will get the company’s sales targets. Furthermore, management can measure the further strategy that has been successfully executed.