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Marketing Research & Public Opinion Polling Industry Analysis

Identify industry changes, evaluate the market size, market outlook, trends, key players, and growth opportunities.

Contents Standard Report Premium Report
Industry Overview & Outlook . .
Market Size (industry trends) . .
Market Forecast (5-year projection)   .
Products/Services Breakdown   .
Revenue per State . .
Financial Metrics . .
Salary & Compensation Benchmarks . .
Key Companies   .
Industry News & Innovators   .
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2018 Market Analysis & Industry Outlook: Marketing Research & Public Opinion Polling

Overview of the U.S. Marketing Research & Public Opinion Polling Industry

This section provides answers to key questions about the industry:
  1. What is the total market size (industry revenue)?
  2. What is the industry outlook?
  3. Market Analysis: Is the market growing or declining, and how quickly?
  4. Are long-term forecasts positive or negative?
  5. What is the average company size in the industry?
  6. How many companies are in the industry?

Market Size & Industry Statistics

The total U.S. industry market size for Marketing Research & Public Opinion Polling: Industry statistics cover all companies in the United States, both public and private, ranging in size from small businesses to market leaders. In addition to revenue, the industry market analysis shows information on employees, companies, and average firm size.

Investors, banks, and business executives use growth rates and industry trends to understand the market outlook and opportunity.

market size 2018
Charts and graphs can be copied to Microsoft Word and Powerpoint presentations.

Statistics 2012        2013        2014        2015        2016        2017
Market Size
(Total Sales/Revenue)

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Total Firms
Total Employees
Average Revenue Per Firm
Average Employees Per Firm
Statistics Source: U.S. Census, AnythingResearch Market Analysis

Market Forecast[PREMIUM]

Market forecasts show the long term industry outlook and future growth trends. The following five-year demand forecast projects both short-term and long-term trends.

market forecast

Forecast / Industry Outlook 2017 2018 2019 2020 2021 2022
Market Forecast ($ millions)
Projected Industry Growth Rate (%)
Source: AnythingResearch Economic Analysis

Product & Services Breakdown

Research products and services in the Marketing Research & Public Opinion Polling industry generating sales. Note that products are broken into categories with different levels of classification.

Product DescriptionNumber of Companies Sales ($ millions) Percent of Total Sales

Industry Total

Marketing Research Services

Marketing Research Services, Conducted By Telephone

Marketing Research Services, Conducted Over The Internet

Marketing Research Services, Conducted By Mail

Marketing Research Services, Conducted Using Focus Groups

Marketing Research Services, Conducted Using Face-To-Face Methods, Excluding Focus Groups

Media Audience Research Services

Other Marketing Research Services

Public Opinion Research/Polling Services

Statistical Sampling And Survey Design Services

All Other Receipts

All Other Operating Receipts

U.S. Geographic Distribution: Revenue Statistics by State

Market Size by State ($ millions) indicates how the industry's competition is distributed throughout the country. State-level information can identify areas with higher and lower industry market share than average.

U.S. map of Marketing Research & Public Opinion Polling by state

Income Statement (Average Financial Metrics)

Financial metrics provide a snapshot view of a benchmark "average" company. Key business metrics show revenue and operating costs. The data collected covers both public and private companies.

Industry AveragePercent of Sales
(Industry Benchmark)
Total Revenue

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Operating Revenue
Cost of Goods Sold
Gross Profit

Operating Expenses
Pension, profit sharing plans, stock, annuity
Rent paid on business property
Charitable Contributions
Domestic production activities deduction
Compensation of officers
Salaries and wages
Employee benefit programs
Taxes and Licenses
Bad Debts
Other Operating Expenses
Total Operating Expenses
Operating Income
Non-Operating Income
EBIT (Earnings Before Interest and Taxes)
Interest Expense
Earnings Before Taxes
Income Tax
Net Profit
Source: AnythingResearch Analysis of U.S. federal statistics

Financial Ratio Analysis

Financial ratio information can be used to benchmark how a Marketing Research & Public Opinion Polling company compares to its peers. Accounting statistics are calculated from the industry-average for income statements and balance sheets.

Profitability & Valuation RatiosIndustry Average
Company valuation can be measured based on the firm's own performance, as well as in comparison against its industry competitors. These metrics show how the average company in the Marketing Research & Public Opinion Polling industry is performing.
Profit Margin
Gross Profit Margin, Operating Profit Margin, and Net Profit Margin. Show company earnings relative to revenues.
Return on Equity (ROE)
Return on Equity (ROE) is net income as a percentage of shareholders' equity. Shareholders' Equity is defined as the company's total assets minus total liabilities. ROE shows how much profits a company generates with the money shareholders invested (or with retained earnings).
Return on Assets (ROA)
Return on Assets (ROA) is net income relative to total assets. The market research on Marketing Research & Public Opinion Polling measures how efficiently the company leverages its assets to generate profit. ROA is calculated as Net Income divided by Total Assets.

Liquidity RatiosIndustry Average
Bankers and suppliers use liquidity to determine creditworthiness and identify potential threats to a company's financial viability.
Current Ratio
Measures a firm's ability to pay its debts over the next 12 months.
Quick Ratio (Acid Test)
Calculates liquid assets relative to liabilities, excluding inventories.

Efficiency Ratios - Key Performance IndicatorsIndustry Average
Measure how quickly products and services sell, and effectively collections policies are implemented.
Receivables Turnover Ratio
If this number is low in your business when compared to the industry average in the research report, it may mean your payment terms are too lenient or that you are not doing a good enough job on collections.
Average Collection Period
Based on the Receivables Turnover, this estimates the collection period in days. Calculated as 365 divided by the Receivables Turnover
Inventory Turnover
A low turnover rate may point to overstocking, obsolescence, or deficiencies in the product line or marketing effort.
Fixed-Asset Turnover
Generally, higher is better, since it indicates the business has less money tied up in fixed assets for each dollar of sales revenue.

Compensation & Salary Surveys for Employees

Compensation statistics provides an accurate assessment of industry-specific jobs and national salary averages. This information can be used to identify which positions are most common, and high, low, and average annual wages.

TitlePercent of WorkforceBottom Quartile Average (Median) SalaryUpper Quartile
Management Occupations 4%

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Chief Executives0%
General and Operations Managers2%
Business and Financial Operations Occupations 8%
Business Operations Specialists 6%
Arts, Design, Entertainment, Sports, and Media Occupations 9%
Media and Communication Equipment Workers 5%
Photographers 5%
Photographers 5%
Healthcare Practitioners and Technical Occupations 23%
Health Diagnosing and Treating Practitioners 9%
Veterinarians 9%
Veterinarians 9%
Health Technologists and Technicians 14%
Health Practitioner Support Technologists and Technicians 14%
Veterinary Technologists and Technicians 14%
Healthcare Support Occupations 10%
Other Healthcare Support Occupations 10%
Miscellaneous Healthcare Support Occupations 10%
Veterinary Assistants and Laboratory Animal Caretakers 10%
Office and Administrative Support Occupations 27%
Information and Record Clerks 16%
Interviewers, Except Eligibility and Loan 5%
Interviewers, Except Eligibility and Loan 5%
Receptionists and Information Clerks 8%
Receptionists and Information Clerks 8%
Source: Bureau of Labor Statistics

Marketing Research & Public Opinion Polling Industry Market Share [PREMIUM]

Largest companies in the industry and related industries, with private company revenue estimates.

CompanyAddressRevenue Estimate

Innovation News

  • Unionandwebster trademarks "THE CRAFTSMAN AGENCY" - Marketing advisory services; Marketing analysis services; Marketing consulting; Marketing research; Marketing research services; Marketing services; Marketing services - 01/08/2018
  • Youcopia Products trademarks "WOO HOO AT HOME" - Household organizers and accessories - 12/29/2017
  • Rdi trademarks "WINPOWER" - Customer relationship management; Customer service management for others; On-line customer-based social media brand marketing services; Providing marketing consulting in the field of social media - 12/29/2017
  • Crowdtap raises $5 million in funding. - 11/20/2017
  • Mobiquity Technologies raises $2 million in funding. - 10/20/2017
  • Comscore patents Detecting Content And User Response To Content - 10/19/2017
  • Forbes Consulting Group patents Methods And Systems For Assessing Psychological Characteristics - 10/19/2017
  • Youcopia Products patents Wrap Stand - 08/31/2017
  • Incontext Solutions raises $7 million in funding. - 08/07/2017

  • Top Innovators

    CompanyInnovation Score
    Press Ganey Associates111

    Additional companies, details and innovation scoring in the full report.

    Latest Industry News

    • Newt Gingrich: Claims that Trump has mental problems disproven by his enormous success - Then suppose this friend, having never previously held public office, decided to run for president, where he led the Republican field in polls every week but one ... which has helped drive the stock market to a record high. Now, consider how you would ... (01/11/2018)
    • A New Poll Shows the Public Is Overwhelmingly Opposed to Endless US Military Interventions - “Rarely,” noted the report, “does opinion research reveal issues that enjoy shared sentiments on a bi-partisan level.” The poll brings home just how divorced the Beltway—and its think tanks, media outlets, and political class—is from the ... (01/10/2018)
    • New statewide poll finds strong support among Idahoans for state-funded pre-K - A supermajority of Idahoans wants the state to put money into pre-kindergarten programs, according to new statewide polling data ... which has been doing public opinion research in Idaho for nearly 30 years, said, “There’s passion about it, too ... (01/10/2018)
    • LIU Hornstein Center Poll Shows President Trump's Approval Rating Down to 29 Percent - BROOKVILLE, N.Y., Jan. 10, 2018 /PRNewswire-USNewswire/ -- A new Long Island UniversityHornstein Center for Policy, Polling and Analysis ... His career includes experience in public policy, higher education, and opinion research. (01/10/2018)
    • The 7 most important polling trends of 2017 - 2017 is almost in the books - and so are another 12 months of public opinion polling. The calendar year that President ... according to numbers from the Pew Research Center. (Pew conducted surveys in 37 countries during the spring and reported global ... (12/30/2017)
    • University of Montana prepares to launch Big Sky Poll - The University of Montana is launching a statewide Big Sky Poll in order to provide high-quality public opinion data. The project of the UM Social Science Research Laboratory ... associate professor in management and marketing, said the academic mission ... (12/18/2017)
    • MRIA, the national standards body for public opinion research, launches independent Inquiry into Calgary elections - Public opinion polls are subject to the same professional, and ethical requirements as other forms of market and social research set out in the MRIA's Code of Conduct for Market and Social Research to which researchers and research users must conform. (10/26/2017)
    • New Public Opinion Poll Reveals Consumer Attitudes and Perceptions about Food Service Marketing - PHOENIX--(BUSINESS WIRE)--A public opinion poll conceived and commissioned ... interactive and multicultural marketing agencies headquartered in Phoenix. WestGroup Research conducted the poll and surveyed 531 consumers from throughout the Southwest ... (09/25/2017)
    • ARCHIBALD CROSLEY DIES AT 88; HELPED DEVELOP SCIENTIFIC POLLING - Used in Several Fields Mr. Crossley's techniques were used by public-opinion researchers as well as pollsters involved in commercial market research. After the 1936 election, Mr. Crossley continued conducting presidential polls until 1952. He was ... (05/02/1985)

    Government Contracts

    In 2016, the federal government spent a total of $213,519,642 on Marketing Research & Public Opinion Polling. It has awarded 1,039 contracts to 191 companies, with an average value of $1,117,904 per company.   

    Top government vendors:

    CompanyFederal ContractsTotal Award Amount

    Segments classified within this market research report

    This industry market research report includes companies whose primary business is any of the following:
    Public opinion polling services, Public opinion research services, Opinion research services, Marketing analysis services, Sampling services, statistical, Political opinion polling services, Broadcast media rating services, Marketing research services, etc.

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