stock market research definition

• Credit cards
• View all credit cards
• Banking guide
• Loans guide
• Insurance guide
• Personal finance
• View all personal finance
• Small business
• Small business guide
• View all taxes

You’re our first priority. Every time.

NerdWallet, Inc. is an independent publisher and comparison service, not an investment advisor. Its articles, interactive tools and other content are provided to you for free, as self-help tools and for informational purposes only. They are not intended to provide investment advice. NerdWallet does not and cannot guarantee the accuracy or applicability of any information in regard to your individual circumstances. Examples are hypothetical, and we encourage you to seek personalized advice from qualified professionals regarding specific investment issues. Our estimates are based on past market performance, and past performance is not a guarantee of future performance.

We believe everyone should be able to make financial decisions with confidence. And while our site doesn’t feature every company or financial product available on the market, we’re proud that the guidance we offer, the information we provide and the tools we create are objective, independent, straightforward — and free.

So how do we make money? Our partners compensate us. This may influence which products we review and write about (and where those products appear on the site), but it in no way affects our recommendations or advice, which are grounded in thousands of hours of research. Our partners cannot pay us to guarantee favorable reviews of their products or services. Here is a list of our partners .

What Is the Stock Market?

Many or all of the products featured here are from our partners who compensate us. This influences which products we write about and where and how the product appears on a page. However, this does not influence our evaluations. Our opinions are our own. Here is a list of our partners and here's how we make money .

The investing information provided on this page is for educational purposes only. NerdWallet, Inc. does not offer advisory or brokerage services, nor does it recommend or advise investors to buy or sell particular stocks, securities or other investments.

Stock market definition

The stock market is where investors buy and sell shares of companies. It’s a set of exchanges where companies issue shares and other securities for trading. It also includes over-the-counter (OTC) marketplaces where investors trade securities directly with each other (rather than through an exchange).

The stock market explained

In practice, the term "stock market" often refers to one of the major stock market indexes, such as the Dow Jones Industrial Average or the S&P 500 . These represent large sections of the stock market. Because it's hard to track every single company, the performance of the indexes is viewed as representative of the entire market.

You might see a news headline that says the stock market has moved lower or that the stock market has closed up or down for the day. This often means stock market indexes have moved up or down, and stocks within the index have gained or lost value. Investors who buy and sell stocks hope to profit through this movement in stock prices.

» Need to back up a bit? Read our explainer on stocks

How the market works

When you purchase a public company's stock, you're buying a small piece of that company.

The stock market works through a network of exchanges — you may have heard of the New York Stock Exchange or the Nasdaq. Companies list shares of their stock on an exchange through a process called an initial public offering, or IPO . Investors purchase those shares, which allows the company to raise money to grow its business. Investors can then buy and sell these stocks among themselves.

Buyers offer a “bid,” or the highest amount they’re willing to pay, usually lower than the amount sellers “ask” for in exchange. This difference is called the bid-ask spread. For a trade to occur, a buyer needs to increase his price, or a seller needs to decrease hers.

Computer algorithms generally do most price-setting calculations. You’ll see the bid, ask, and bid-ask spread on your broker's website when buying stock. In many cases, the difference will be pennies and not much concern for beginner and long-term investors.

The U.S. Securities and Exchange Commission regulates the stock market, and the SEC’s mission is to “protect investors, maintain fair, orderly, and efficient markets, and facilitate capital formation."

Historically, stock trades likely took place in a physical marketplace. These days, the stock market works electronically through online stockbrokers. Each trade happens on a stock-by-stock basis, but overall stock prices often move in tandem because of news, political events, economic reports and other factors.

» Learn more: How to invest in stocks

What is the point of the stock market?

The point of the stock market is to provide a place where anyone can buy and sell fractional ownership in a publicly traded company. It distributes control of some of the world’s largest companies among hundreds of millions of individual investors. And the buying and selling decisions of those investors determine the value of those companies.

The market lets buyers and sellers negotiate prices. This negotiation process maximizes fairness for both parties by providing both the highest possible selling price and the lowest possible buying price at a given time. Each exchange tracks the supply and demand of stocks listed there.

Supply and demand help determine the price for each security, or the levels at which stock market participants — investors and traders — are willing to buy or sell. This process is called price discovery, and it’s fundamental to how the market works. Price discovery plays an important role in determining how new information affects the value of a company.

For example, imagine a publicly traded company with a market capitalization (market value) of $1 billion and trades at a share price of $20.

Suppose a larger company announces a deal to acquire the smaller company for $2 billion, pending regulatory approval. If the deal goes through, it would represent a doubling of the company’s value. However, investors might want to prepare for regulators blocking the deal.

If the deal seems like a sure thing, sellers might raise their asks to $40, and buyers might increase their bids to meet those asks. But if there’s a chance the deal won’t be approved, buyers might only be willing to offer bids of $30. If they’re very pessimistic about the deal’s chances, they might keep their bids at $20.

In this way, the market can determine how a complicated piece of new information — a takeover deal that might not go through — should affect the company’s market value.

» See NerdWallet's list of the best online stock brokers for beginners

What is the stock market doing today?

Investors often track the stock market's performance by looking at a broad market index like the S&P 500 or the DJIA. The chart below shows the current performance of the stock market — as measured by the S&P 500's closing price on the most recent trading day — and the S&P 500's historical performance since 1990.

Stock market data may be delayed up to 20 minutes, and is intended solely for informational purposes, not for trading purposes.

What is stock market volatility?

Investing in the stock market does come with risks, but with the right investment strategies, it can be done safely with minimal risk of long-term losses. Day trading, which requires rapidly buying and selling stocks based on price swings, is extremely risky. Conversely, investing in the stock market for the long term has proven to be an excellent way to build wealth over time.

For example, the S&P 500 has a historical average annualized total return of about 10% before adjusting for inflation. However, the market will rarely provide that return on a year-to-year basis. In some years, the stock market could end down significantly, while in others, it could go up tremendously. These large swings are due to market volatility or periods when stock prices rise and fall unexpectedly.

If you’re actively buying and selling stocks, there’s a good chance you’ll get it wrong at some point, buying or selling at the wrong time, resulting in a loss. The key to investing safely is to stay invested — through the ups and the downs — in low-cost index funds that track the whole market so that your returns might mirror the historical average.

How do you invest in the stock market?

You’ll usually buy stocks online between 9:30 AM and 4 PM ET through the stock market, which anyone can access with a brokerage account , robo-advisor or employee retirement plan. Investing outside of these hours is called premarket trading or after-hours trading and carries additional risks.

You don’t have to officially become an “investor” to invest in the stock market — for the most part, it’s open to anyone.

If you have a 401(k) through your workplace, you may already be invested in the stock market. Mutual funds, often composed of stocks from many different companies, are common in 401(k)s.

You can purchase individual stocks through a brokerage account or an individual retirement account like an IRA . Once you open and fund an account with an online broker, you can begin to buy and sell investments. The broker acts as the middleman between you and the stock exchanges.

Online brokerages have made the signup process simple, and once you fund the account, you can take your time selecting the right investments for you.

With any investment, there are risks. But stocks carry more risk — and more potential for reward — than some other securities. While the market's history of gains suggests that a diversified stock portfolio will increase in value over time, stocks also experience sudden dips.

To build a diversified portfolio without purchasing many individual stocks, you can invest in a type of mutual fund called an index fund or an exchange-traded fund. These funds aim to passively mirror the performance of an index by holding all of the stocks or investments in that index. For example, you can invest in the DJIA, the S&P 500 and other market indexes through index funds and ETFs.

Stocks and stock mutual funds are ideal for a long time horizon — like retirement — but unsuitable for a short-term investment (generally defined as money you need for an expense within five years). With a short-term investment and a hard deadline, there's a greater chance you'll need that money back before the market has had time to recover losses.

No brokerage account? Learn how to open one

See our top-rated online stock brokers

View the best brokers for investing in IPOs

On a similar note...

Find a better broker

View NerdWallet's picks for the best brokers.

on Robinhood's website

How to Do Market Research: The Complete Guide

Learn how to do market research with this step-by-step guide, complete with templates, tools and real-world examples.

Access best-in-class company data

Get trusted first-party funding data, revenue data and firmographics

What are your customers’ needs? How does your product compare to the competition? What are the emerging trends and opportunities in your industry? If these questions keep you up at night, it’s time to conduct market research.

Market research plays a pivotal role in your ability to stay competitive and relevant, helping you anticipate shifts in consumer behavior and industry dynamics. It involves gathering these insights using a wide range of techniques, from surveys and interviews to data analysis and observational studies.

In this guide, we’ll explore why market research is crucial, the various types of market research, the methods used in data collection, and how to effectively conduct market research to drive informed decision-making and success.

What is market research?

Market research is the systematic process of gathering, analyzing and interpreting information about a specific market or industry. The purpose of market research is to offer valuable insight into the preferences and behaviors of your target audience, and anticipate shifts in market trends and the competitive landscape. This information helps you make data-driven decisions, develop effective strategies for your business, and maximize your chances of long-term growth.

Why is market research important? 

By understanding the significance of market research, you can make sure you’re asking the right questions and using the process to your advantage. Some of the benefits of market research include:

• Informed decision-making: Market research provides you with the data and insights you need to make smart decisions for your business. It helps you identify opportunities, assess risks and tailor your strategies to meet the demands of the market. Without market research, decisions are often based on assumptions or guesswork, leading to costly mistakes.
• Customer-centric approach: A cornerstone of market research involves developing a deep understanding of customer needs and preferences. This gives you valuable insights into your target audience, helping you develop products, services and marketing campaigns that resonate with your customers.
• Competitive advantage: By conducting market research, you’ll gain a competitive edge. You’ll be able to identify gaps in the market, analyze competitor strengths and weaknesses, and position your business strategically. This enables you to create unique value propositions, differentiate yourself from competitors, and seize opportunities that others may overlook.
• Risk mitigation: Market research helps you anticipate market shifts and potential challenges. By identifying threats early, you can proactively adjust their strategies to mitigate risks and respond effectively to changing circumstances. This proactive approach is particularly valuable in volatile industries.
• Resource optimization: Conducting market research allows organizations to allocate their time, money and resources more efficiently. It ensures that investments are made in areas with the highest potential return on investment, reducing wasted resources and improving overall business performance.
• Adaptation to market trends: Markets evolve rapidly, driven by technological advancements, cultural shifts and changing consumer attitudes. Market research ensures that you stay ahead of these trends and adapt your offerings accordingly so you can avoid becoming obsolete. 

As you can see, market research empowers businesses to make data-driven decisions, cater to customer needs, outperform competitors, mitigate risks, optimize resources and stay agile in a dynamic marketplace. These benefits make it a huge industry; the global market research services market is expected to grow from $76.37 billion in 2021 to $108.57 billion in 2026 . Now, let’s dig into the different types of market research that can help you achieve these benefits.

Types of market research 

• Qualitative research
• Quantitative research
• Exploratory research
• Descriptive research
• Causal research
• Cross-sectional research
• Longitudinal research

Despite its advantages, 23% of organizations don’t have a clear market research strategy. Part of developing a strategy involves choosing the right type of market research for your business goals. The most commonly used approaches include:

1. Qualitative research

Qualitative research focuses on understanding the underlying motivations, attitudes and perceptions of individuals or groups. It is typically conducted through techniques like in-depth interviews, focus groups and content analysis — methods we’ll discuss further in the sections below. Qualitative research provides rich, nuanced insights that can inform product development, marketing strategies and brand positioning.

2. Quantitative research

Quantitative research, in contrast to qualitative research, involves the collection and analysis of numerical data, often through surveys, experiments and structured questionnaires. This approach allows for statistical analysis and the measurement of trends, making it suitable for large-scale market studies and hypothesis testing. While it’s worthwhile using a mix of qualitative and quantitative research, most businesses prioritize the latter because it is scientific, measurable and easily replicated across different experiments.

3. Exploratory research

Whether you’re conducting qualitative or quantitative research or a mix of both, exploratory research is often the first step. Its primary goal is to help you understand a market or problem so you can gain insights and identify potential issues or opportunities. This type of market research is less structured and is typically conducted through open-ended interviews, focus groups or secondary data analysis. Exploratory research is valuable when entering new markets or exploring new product ideas.

4. Descriptive research

As its name implies, descriptive research seeks to describe a market, population or phenomenon in detail. It involves collecting and summarizing data to answer questions about audience demographics and behaviors, market size, and current trends. Surveys, observational studies and content analysis are common methods used in descriptive research. 

5. Causal research

Causal research aims to establish cause-and-effect relationships between variables. It investigates whether changes in one variable result in changes in another. Experimental designs, A/B testing and regression analysis are common causal research methods. This sheds light on how specific marketing strategies or product changes impact consumer behavior.

6. Cross-sectional research

Cross-sectional market research involves collecting data from a sample of the population at a single point in time. It is used to analyze differences, relationships or trends among various groups within a population. Cross-sectional studies are helpful for market segmentation, identifying target audiences and assessing market trends at a specific moment.

7. Longitudinal research

Longitudinal research, in contrast to cross-sectional research, collects data from the same subjects over an extended period. This allows for the analysis of trends, changes and developments over time. Longitudinal studies are useful for tracking long-term developments in consumer preferences, brand loyalty and market dynamics.

Each type of market research has its strengths and weaknesses, and the method you choose depends on your specific research goals and the depth of understanding you’re aiming to achieve. In the following sections, we’ll delve into primary and secondary research approaches and specific research methods.

Primary vs. secondary market research

Market research of all types can be broadly categorized into two main approaches: primary research and secondary research. By understanding the differences between these approaches, you can better determine the most appropriate research method for your specific goals.

Primary market research 

Primary research involves the collection of original data straight from the source. Typically, this involves communicating directly with your target audience — through surveys, interviews, focus groups and more — to gather information. Here are some key attributes of primary market research:

• Customized data: Primary research provides data that is tailored to your research needs. You design a custom research study and gather information specific to your goals.
• Up-to-date insights: Because primary research involves communicating with customers, the data you collect reflects the most current market conditions and consumer behaviors.
• Time-consuming and resource-intensive: Despite its advantages, primary research can be labor-intensive and costly, especially when dealing with large sample sizes or complex study designs. Whether you hire a market research consultant, agency or use an in-house team, primary research studies consume a large amount of resources and time.

Secondary market research 

Secondary research, on the other hand, involves analyzing data that has already been compiled by third-party sources, such as online research tools, databases, news sites, industry reports and academic studies.

Here are the main characteristics of secondary market research:

• Cost-effective: Secondary research is generally more cost-effective than primary research since it doesn’t require building a research plan from scratch. You and your team can look at databases, websites and publications on an ongoing basis, without needing to design a custom experiment or hire a consultant. 
• Leverages multiple sources: Data tools and software extract data from multiple places across the web, and then consolidate that information within a single platform. This means you’ll get a greater amount of data and a wider scope from secondary research.
• Quick to access: You can access a wide range of information rapidly — often in seconds — if you’re using online research tools and databases. Because of this, you can act on insights sooner, rather than taking the time to develop an experiment. 

So, when should you use primary vs. secondary research? In practice, many market research projects incorporate both primary and secondary research to take advantage of the strengths of each approach.

One rule of thumb is to focus on secondary research to obtain background information, market trends or industry benchmarks. It is especially valuable for conducting preliminary research, competitor analysis, or when time and budget constraints are tight. Then, if you still have knowledge gaps or need to answer specific questions unique to your business model, use primary research to create a custom experiment. 

Market research methods

• Surveys and questionnaires
• Focus groups
• Observational research
• Online research tools
• Experiments
• Content analysis
• Ethnographic research

How do primary and secondary research approaches translate into specific research methods? Let’s take a look at the different ways you can gather data: 

1. Surveys and questionnaires

Surveys and questionnaires are popular methods for collecting structured data from a large number of respondents. They involve a set of predetermined questions that participants answer. Surveys can be conducted through various channels, including online tools, telephone interviews and in-person or online questionnaires. They are useful for gathering quantitative data and assessing customer demographics, opinions, preferences and needs. On average, customer surveys have a 33% response rate , so keep that in mind as you consider your sample size.

2. Interviews

Interviews are in-depth conversations with individuals or groups to gather qualitative insights. They can be structured (with predefined questions) or unstructured (with open-ended discussions). Interviews are valuable for exploring complex topics, uncovering motivations and obtaining detailed feedback. 

3. Focus groups

The most common primary research methods are in-depth webcam interviews and focus groups. Focus groups are a small gathering of participants who discuss a specific topic or product under the guidance of a moderator. These discussions are valuable for primary market research because they reveal insights into consumer attitudes, perceptions and emotions. Focus groups are especially useful for idea generation, concept testing and understanding group dynamics within your target audience.

4. Observational research

Observational research involves observing and recording participant behavior in a natural setting. This method is particularly valuable when studying consumer behavior in physical spaces, such as retail stores or public places. In some types of observational research, participants are aware you’re watching them; in other cases, you discreetly watch consumers without their knowledge, as they use your product. Either way, observational research provides firsthand insights into how people interact with products or environments.

5. Online research tools

You and your team can do your own secondary market research using online tools. These tools include data prospecting platforms and databases, as well as online surveys, social media listening, web analytics and sentiment analysis platforms. They help you gather data from online sources, monitor industry trends, track competitors, understand consumer preferences and keep tabs on online behavior. We’ll talk more about choosing the right market research tools in the sections that follow.

6. Experiments

Market research experiments are controlled tests of variables to determine causal relationships. While experiments are often associated with scientific research, they are also used in market research to assess the impact of specific marketing strategies, product features, or pricing and packaging changes.

7. Content analysis

Content analysis involves the systematic examination of textual, visual or audio content to identify patterns, themes and trends. It’s commonly applied to customer reviews, social media posts and other forms of online content to analyze consumer opinions and sentiments.

8. Ethnographic research

Ethnographic research immerses researchers into the daily lives of consumers to understand their behavior and culture. This method is particularly valuable when studying niche markets or exploring the cultural context of consumer choices.

How to do market research

• Set clear objectives
• Identify your target audience
• Choose your research methods
• Use the right market research tools
• Collect data
• Analyze data 
• Interpret your findings
• Identify opportunities and challenges
• Make informed business decisions
• Monitor and adapt

Now that you have gained insights into the various market research methods at your disposal, let’s delve into the practical aspects of how to conduct market research effectively. Here’s a quick step-by-step overview, from defining objectives to monitoring market shifts.

1. Set clear objectives

When you set clear and specific goals, you’re essentially creating a compass to guide your research questions and methodology. Start by precisely defining what you want to achieve. Are you launching a new product and want to understand its viability in the market? Are you evaluating customer satisfaction with a product redesign? 

Start by creating SMART goals — objectives that are specific, measurable, achievable, relevant and time-bound. Not only will this clarify your research focus from the outset, but it will also help you track progress and benchmark your success throughout the process. 

You should also consult with key stakeholders and team members to ensure alignment on your research objectives before diving into data collecting. This will help you gain diverse perspectives and insights that will shape your research approach.

2. Identify your target audience

Next, you’ll need to pinpoint your target audience to determine who should be included in your research. Begin by creating detailed buyer personas or stakeholder profiles. Consider demographic factors like age, gender, income and location, but also delve into psychographics, such as interests, values and pain points.

The more specific your target audience, the more accurate and actionable your research will be. Additionally, segment your audience if your research objectives involve studying different groups, such as current customers and potential leads.

If you already have existing customers, you can also hold conversations with them to better understand your target market. From there, you can refine your buyer personas and tailor your research methods accordingly.

3. Choose your research methods

Selecting the right research methods is crucial for gathering high-quality data. Start by considering the nature of your research objectives. If you’re exploring consumer preferences, surveys and interviews can provide valuable insights. For in-depth understanding, focus groups or observational research might be suitable. Consider using a mix of quantitative and qualitative methods to gain a well-rounded perspective. 

You’ll also need to consider your budget. Think about what you can realistically achieve using the time and resources available to you. If you have a fairly generous budget, you may want to try a mix of primary and secondary research approaches. If you’re doing market research for a startup , on the other hand, chances are your budget is somewhat limited. If that’s the case, try addressing your goals with secondary research tools before investing time and effort in a primary research study. 

4. Use the right market research tools

Whether you’re conducting primary or secondary research, you’ll need to choose the right tools. These can help you do anything from sending surveys to customers to monitoring trends and analyzing data. Here are some examples of popular market research tools:

• Market research software: Crunchbase is a platform that provides best-in-class company data, making it valuable for market research on growing companies and industries. You can use Crunchbase to access trusted, first-party funding data, revenue data, news and firmographics, enabling you to monitor industry trends and understand customer needs.

• Survey and questionnaire tools: SurveyMonkey is a widely used online survey platform that allows you to create, distribute and analyze surveys. Google Forms is a free tool that lets you create surveys and collect responses through Google Drive.
• Data analysis software: Microsoft Excel and Google Sheets are useful for conducting statistical analyses. SPSS is a powerful statistical analysis software used for data processing, analysis and reporting.
• Social listening tools: Brandwatch is a social listening and analytics platform that helps you monitor social media conversations, track sentiment and analyze trends. Mention is a media monitoring tool that allows you to track mentions of your brand, competitors and keywords across various online sources.
• Data visualization platforms: Tableau is a data visualization tool that helps you create interactive and shareable dashboards and reports. Power BI by Microsoft is a business analytics tool for creating interactive visualizations and reports.

5. Collect data

There’s an infinite amount of data you could be collecting using these tools, so you’ll need to be intentional about going after the data that aligns with your research goals. Implement your chosen research methods, whether it’s distributing surveys, conducting interviews or pulling from secondary research platforms. Pay close attention to data quality and accuracy, and stick to a standardized process to streamline data capture and reduce errors. 

6. Analyze data

Once data is collected, you’ll need to analyze it systematically. Use statistical software or analysis tools to identify patterns, trends and correlations. For qualitative data, employ thematic analysis to extract common themes and insights. Visualize your findings with charts, graphs and tables to make complex data more understandable.

If you’re not proficient in data analysis, consider outsourcing or collaborating with a data analyst who can assist in processing and interpreting your data accurately.

7. Interpret your findings

Interpreting your market research findings involves understanding what the data means in the context of your objectives. Are there significant trends that uncover the answers to your initial research questions? Consider the implications of your findings on your business strategy. It’s essential to move beyond raw data and extract actionable insights that inform decision-making.

Hold a cross-functional meeting or workshop with relevant team members to collectively interpret the findings. Different perspectives can lead to more comprehensive insights and innovative solutions.

8. Identify opportunities and challenges

Use your research findings to identify potential growth opportunities and challenges within your market. What segments of your audience are underserved or overlooked? Are there emerging trends you can capitalize on? Conversely, what obstacles or competitors could hinder your progress?

Lay out this information in a clear and organized way by conducting a SWOT analysis, which stands for strengths, weaknesses, opportunities and threats. Jot down notes for each of these areas to provide a structured overview of gaps and hurdles in the market.

9. Make informed business decisions

Market research is only valuable if it leads to informed decisions for your company. Based on your insights, devise actionable strategies and initiatives that align with your research objectives. Whether it’s refining your product, targeting new customer segments or adjusting pricing, ensure your decisions are rooted in the data.

At this point, it’s also crucial to keep your team aligned and accountable. Create an action plan that outlines specific steps, responsibilities and timelines for implementing the recommendations derived from your research. 

10. Monitor and adapt

Market research isn’t a one-time activity; it’s an ongoing process. Continuously monitor market conditions, customer behaviors and industry trends. Set up mechanisms to collect real-time data and feedback. As you gather new information, be prepared to adapt your strategies and tactics accordingly. Regularly revisiting your research ensures your business remains agile and reflects changing market dynamics and consumer preferences.

Online market research sources

As you go through the steps above, you’ll want to turn to trusted, reputable sources to gather your data. Here’s a list to get you started:

• Crunchbase: As mentioned above, Crunchbase is an online platform with an extensive dataset, allowing you to access in-depth insights on market trends, consumer behavior and competitive analysis. You can also customize your search options to tailor your research to specific industries, geographic regions or customer personas.

• Academic databases: Academic databases, such as ProQuest and JSTOR , are treasure troves of scholarly research papers, studies and academic journals. They offer in-depth analyses of various subjects, including market trends, consumer preferences and industry-specific insights. Researchers can access a wealth of peer-reviewed publications to gain a deeper understanding of their research topics.
• Government and NGO databases: Government agencies, nongovernmental organizations and other institutions frequently maintain databases containing valuable economic, demographic and industry-related data. These sources offer credible statistics and reports on a wide range of topics, making them essential for market researchers. Examples include the U.S. Census Bureau , the Bureau of Labor Statistics and the Pew Research Center .
• Industry reports: Industry reports and market studies are comprehensive documents prepared by research firms, industry associations and consulting companies. They provide in-depth insights into specific markets, including market size, trends, competitive analysis and consumer behavior. You can find this information by looking at relevant industry association databases; examples include the American Marketing Association and the National Retail Federation .
• Social media and online communities: Social media platforms like LinkedIn or Twitter (X) , forums such as Reddit and Quora , and review platforms such as G2 can provide real-time insights into consumer sentiment, opinions and trends. 

Market research examples

At this point, you have market research tools and data sources — but how do you act on the data you gather? Let’s go over some real-world examples that illustrate the practical application of market research across various industries. These examples showcase how market research can lead to smart decision-making and successful business decisions.

Example 1: Apple’s iPhone launch

Apple ’s iconic iPhone launch in 2007 serves as a prime example of market research driving product innovation in tech. Before the iPhone’s release, Apple conducted extensive market research to understand consumer preferences, pain points and unmet needs in the mobile phone industry. This research led to the development of a touchscreen smartphone with a user-friendly interface, addressing consumer demands for a more intuitive and versatile device. The result was a revolutionary product that disrupted the market and redefined the smartphone industry.

Example 2: McDonald’s global expansion

McDonald’s successful global expansion strategy demonstrates the importance of market research when expanding into new territories. Before entering a new market, McDonald’s conducts thorough research to understand local tastes, preferences and cultural nuances. This research informs menu customization, marketing strategies and store design. For instance, in India, McDonald’s offers a menu tailored to local preferences, including vegetarian options. This market-specific approach has enabled McDonald’s to adapt and thrive in diverse global markets.

Example 3: Organic and sustainable farming

The shift toward organic and sustainable farming practices in the food industry is driven by market research that indicates increased consumer demand for healthier and environmentally friendly food options. As a result, food producers and retailers invest in sustainable sourcing and organic product lines — such as with these sustainable seafood startups — to align with this shift in consumer values. 

The bottom line? Market research has multiple use cases and is a critical practice for any industry. Whether it’s launching groundbreaking products, entering new markets or responding to changing consumer preferences, you can use market research to shape successful strategies and outcomes.

Market research templates

You finally have a strong understanding of how to do market research and apply it in the real world. Before we wrap up, here are some market research templates that you can use as a starting point for your projects:

• Smartsheet competitive analysis templates : These spreadsheets can serve as a framework for gathering information about the competitive landscape and obtaining valuable lessons to apply to your business strategy.
• SurveyMonkey product survey template : Customize the questions on this survey based on what you want to learn from your target customers.
• HubSpot templates : HubSpot offers a wide range of free templates you can use for market research, business planning and more.
• SCORE templates : SCORE is a nonprofit organization that provides templates for business plans, market analysis and financial projections.
• SBA.gov : The U.S. Small Business Administration offers templates for every aspect of your business, including market research, and is particularly valuable for new startups. 

Strengthen your business with market research

When conducted effectively, market research is like a guiding star. Equipped with the right tools and techniques, you can uncover valuable insights, stay competitive, foster innovation and navigate the complexities of your industry.

Throughout this guide, we’ve discussed the definition of market research, different research methods, and how to conduct it effectively. We’ve also explored various types of market research and shared practical insights and templates for getting started. 

Now, it’s time to start the research process. Trust in data, listen to the market and make informed decisions that guide your company toward lasting success.

Related Articles

• Entrepreneurs
• 15 min read

What Is Competitive Analysis and How to Do It Effectively

Rebecca Strehlow, Copywriter at Crunchbase

17 Best Sales Intelligence Tools for 2024

• Market research
• 10 min read

How to Do Market Research for a Startup: Tips for Success

Jaclyn Robinson, Senior Manager of Content Marketing at Crunchbase

Search less. Close more.

Grow your revenue with Crunchbase, the all-in-one prospecting solution. Start your free trial.

Great, you have saved this article to you My Learn Profile page.

Clicking a link will open a new window.

4 things you may not know about 529 plans

Important legal information about the email you will be sending. By using this service, you agree to input your real email address and only send it to people you know. It is a violation of law in some juristictions to falsely identify yourself in an email. All information you provide will be used solely for the purpose of sending the email on your behalf. The subject line of the email you send will be “Fidelity.com”.

Thanks for you sent email.

What is the stock market?

Key takeaways

• The stock market is a financial marketplace that matches those who want to buy securities with those who want to sell them.
• People invest in the stock market with the expectation of earning returns from price appreciation and dividends.
• You can get started investing in the stock market with a brokerage account.

The stock market—where buyers and sellers can trade shares of public companies—is one of 4 financial markets, along with the bond market, commodities market, and derivatives market. Over time, the stock market has offered one of the most powerful opportunities for investors to grow wealth. There are entire books dedicated to explaining how the stock market works, but if you’re looking for the basics, we’ve got you covered here.

Feed your brain. Fund your future.

Put simply, the stock market is the collection of all of the places the general public can buy and sell stocks. This includes stock exchanges, like the New York Stock Exchange (NYSE) and Nasdaq, which are the behind-the-scenes facilitators of most trades people place within their investment accounts, as well as “over-the-counter" trades between individuals outside of exchanges.

When you hear people and the media discuss the stock market, they're often referring to one of a handful of indexes that track the collective price movements of large and significant companies' stocks, such as the S&P 500 or Dow Jones Industrial Average. Because the companies within these indexes carry so much clout, the indexes are generally considered good indicators of the overall state of the entire stock market.

How does the stock market work?

Think of the stock market as a kind of matchmaker. Each day it's open, it pairs stock sellers with interested buyers. Sellers can be companies offering their own stock, like through an initial public offering ( IPO ) or direct listing, or, more commonly, other individuals looking to resell shares they previously bought. When a match is made, the exchanges provide what's called “liquidity” by enabling people to exchange investments they own for cash.

Because it involves buyers and sellers, the stock market may seem like a store, where you buy stocks instead of food or home goods. But there's a key distinction: The stock market is a true open market. This means unlike with a typical retailer, which has fixed prices, in the stock market, buyers and sellers are constantly negotiating (and then renegotiating) prices in response to new information and demand. Over the years, this process has evolved from in-person haggling to phone negotiations to today's largely digital trades handled by powerful software to offer optimal pricing to both buyers and sellers.

To better understand how stock market price maneuvering works, whether IRL or over the internet, it's helpful to keep 2 important numbers in mind: the ask and the bid.

• The ask is the amount the seller wants to receive for their stock.
• The bid is what the buyer hopes to pay.

If the ask is greater than the bid, no sales will occur. For the stock in question to change hands, the seller would have to come down on their price or the buyer would need to raise theirs.

You can also buy or sell with a market order. These are automatically executed at the ask if you're buying or the bid if you're selling. If your order size is larger than the share quantity of the bid or ask, you may pay more per additional share when buying or receive less when selling. Market orders can be risky, though, as the bid or ask could move right as you place a trade, changing your price. You can also hold out for a particular price using a stop, limit, or other more sophisticated order type .

Why do people participate in the stock market?

Investors use the stock market to help their money grow. Going back more than 100 years, the S&P 500 has risen an average of about 10% each year. * (Keep in mind that includes many years when prices have gone down.) That kind of growth can not only fend off the diminishing creep of inflation—the rising prices that eat into your dollar's buying power—but it can also help you reach financial goals you might otherwise have to save a lot more money for.

It's important to remember that buying and selling stocks carries risks you wouldn't have with a normal bank account, where your balance is insured against loss. Stock market returns are never guaranteed, short-term performance can differ from long-term averages, and you may lose some or all of what you invest. And of course, what's happened in the past (think: those 10% average returns) won't necessarily happen again. A diversified portfolio and a well-planned investment strategy could help you decrease these risks.

Is the stock market regulated?

Yes, the stock market is regulated. In the US, the Securities and Exchange Commission (SEC) and the Financial Industry Regulatory Authority (FINRA) create rules and guidelines for all stock market participants, from large companies and investment funds to everyday investors. These regulations aim to protect investors and maintain fair and efficient markets. For example, the SEC monitors large market participants, like banks and funds, to ensure honesty and prevent them from manipulating the markets unfairly.

FINRA also regulates those in the financial services industry who work in the markets. Registered representatives, for instance, must pass their own set of FINRA-administered exams about the rules and regulations of trading. This helps protect you by making sure those managing your accounts or trades are well-informed.

Stock market hours

Major US stock exchanges, like the NYSE and Nasdaq, are typically open from 9:30 a.m. to 4:00 p.m. Eastern time, Monday through Friday, excluding holidays. You can find answers to questions about exchanges' hours and any days they're closed on their websites. Depending on where you hold your investment account, you may also have access to extended-hours trading that lets you buy and sell securities outside of normal business hours.

How to invest in the stock market

To invest in the stock market, you must open an account with an investment company called a brokerage that is licensed to help you buy and sell securities. Although it used to be the case that you'd have to work with a financial professional to execute trades, today many firms offer online platforms that are completely self directed. If you're eager to get invested in the stock market but aren't sure where to start, check out our guide to where to open a trading account .

If you decide to invest on your own, keep in mind that individual stocks may perform better or worse than the market itself and can be very risky unless you hold a diversified range of them. To help reduce that risk, many investors choose to buy shares of mutual funds or exchange-traded funds (ETFs) that hold diversified mixes of hundreds of stocks already. This is intended to help you benefit from the returns of the stock market in a particular sector, industry and market overall without having to research and evaluate stock yourself.

Let us handle the investing so you don’t have to

Affordable money management with an IRA or brokerage account managed by Fidelity Go®.

More to explore

Research stocks, etfs, or mutual funds, how to start investing, subscribe to fidelity smart money ℠, looking for more ideas and insights, thanks for subscribing.

• Tell us the topics you want to learn more about
• View content you've saved for later
• Subscribe to our newsletters

We're on our way, but not quite there yet

Oh, hello again, thanks for subscribing to looking for more ideas and insights you might like these too:, looking for more ideas and insights you might like these too:, fidelity viewpoints ® timely news and insights from our pros on markets, investing, and personal finance. (debug tcm:2 ... decode crypto clarity on crypto every month. build your knowledge with education for all levels. fidelity smart money ℠ what the news means for your money, plus tips to help you spend, save, and invest. active investor our most advanced investment insights, strategies, and tools. insights from fidelity wealth management ℠ timely news, events, and wealth strategies from top fidelity thought leaders. women talk money real talk and helpful tips about money, investing, and careers. educational webinars and events free financial education from fidelity and other leading industry professionals. fidelity viewpoints ® timely news and insights from our pros on markets, investing, and personal finance. (debug tcm:2 ... decode crypto clarity on crypto every month. build your knowledge with education for all levels. fidelity smart money ℠ what the news means for your money, plus tips to help you spend, save, and invest. active investor our most advanced investment insights, strategies, and tools. insights from fidelity wealth management ℠ timely news, events, and wealth strategies from top fidelity thought leaders. women talk money real talk and helpful tips about money, investing, and careers. educational webinars and events free financial education from fidelity and other leading industry professionals. done add subscriptions no, thanks. investing for beginners finding stock and sector ideas stocks using technical analysis * "s&p 500 return calculator, with dividend reinvestment," dqydj, august 8th 2022. this information is intended to be educational and is not tailored to the investment needs of any specific investor. keep in mind that investing involves risk. the value of your investment will fluctuate over time, and you may gain or lose money. diversification and asset allocation do not ensure a profit or guarantee against loss. stock markets are volatile and can fluctuate significantly in response to company, industry, political, regulatory, market, or economic developments. investing in stock involves risks, including the loss of principal. fidelity brokerage services llc, member nyse, sipc , 900 salem street, smithfield, ri 02917 1046445.1.2 mutual funds etfs fixed income bonds cds options active trader pro investor centers stocks online trading annuities life insurance & long term care small business retirement plans 529 plans iras retirement products retirement planning charitable giving fidsafe , (opens in a new window) finra's brokercheck , (opens in a new window) health savings account stay connected.

• News Releases
• About Fidelity
• International
• Terms of Use
• Accessibility
• Contact Us , (Opens in a new window)
• Disclosures , (Opens in a new window)

• Investing 101
• The 4 Best S&P 500 Index Funds
• World's Top 20 Economies
• Stock Basics Tutorial
• Options Basics Tutorial
• Economics Basics
• Mutual Funds
• Bonds/Fixed Income
• Commodities
• Company News
• Market/Economy News
• Apple (AAPL)
• Tesla (TSLA)
• Amazon (AMZN)
• Facebook (FB)
• Netflix (NFLX)
• Create an Account
• Join a Game
• Create a Game
• Budgeting/Saving
• Small Business
• Wealth Management
• Broker Reviews
• Charles Schwab Review
• E*TRADE Review
• Robinhood Review
• Advisor Insights
• Investopedia 100
• Join Advisor Insights
• Your Practice
• Investing for Beginners
• Become a Day Trader
• Trading for Beginners
• Technical Analysis
• All Courses
• Trading Courses
• Investing Courses
• Financial Professional Courses
• Advisor Login
• Newsletters

Markets & Economy

• Politics & Money
• Laws & Regulations
• Company Insights
• Crime & Fraud
• Buzz & Trending

Market Research

What is market research.

Market research is the process of determining the viability of a new service or product through research conducted directly with potential customers. Market research allows a company to discover the target market and get opinions and other feedback from consumers about their interest in the product or service. This type of research can be conducted in house, by the company itself, or by a third-party company that specializes in market research. It can be done through surveys, product testing, and focus groups. Test subjects are usually compensated with product samples and/or paid a small stipend for their time.

[Important: Market research is a critical tool in helping companies understand what consumers want, develop products that those consumers will use, and maintain a competitive advantage over other companies in their industry].

Understanding Market Research

The purpose of market research is to look at the market associated with a particular good or service to ascertain how the audience will receive it. This can include information gathering for the purpose of market segmentation and product differentiation , which can be used to tailor advertising efforts or determine which features are seen as a priority to the consumer.

A business must engage in a variety of tasks to complete the market research process. It needs to gather information based on the market sector being examined. The business needs to analyze and interpret the resulting data to determine the presence of any patterns or relevant data points that it can use in the decision-making process.

How Market Research Works

Market research consists of a combination of primary information—that which has been gathered by the company or by a person hired by the company and secondary information—that which has been gathered by an outside source.

Primary information is the data that the company has collected directly or that has been collected by a person or business hired to conduct the research. This type of information generally falls into two categories: exploratory and specific research.

Exploratory research is a less structured option and functions via more open-ended questions, and it results in questions or issues being presented that the company may need to address. Specific research finds answers to previously identified issues that are often brought to attention through exploratory research.

Secondary information is data that an outside entity has already gathered. This can include population information from government census data, trade association reports or presented research from another business operating within the same market sector.

Market Research Example

Many companies use market research to test out new products or to get information from consumers about what kinds of products or services they need and don't currently have.

For example, a company that was considering going into business might conduct market research to test the viability of its product or service. If the market research confirms consumer interest, the business can proceed confidently with the business plan . If not, the company should use the results of the market research to make adjustments to the product to bring it in line with customer desires.

Special Considerations

Market research was first put into place in the United States in the 1920s and originated during the advertising boom during the Golden Age of Radio. Companies that advertised on the radio began to understand the demographics that were revealed by how different radio shows were sponsored. From there, companies were developed that would interview people on the street about publications that they read and whether they recognized any ads that were published in the magazines or newspapers the interviewer showed them. Data collected from these interviews were compared to the circulation of the publication in order to see how effective those ads were. Market research and surveys were adapted from these early techniques. 

Data collection then shifted to the telephone, making face-to-face contact unnecessary. A telephone operator could collect information or organize focus groups — and do so quickly and in a more organized and orderly fashion. This method improved the market research model greatly. 

Within the last 10-15 years, market research started to make a shift online. While the platform may have changed, data collection is still mainly done in a survey-style form. But instead of companies actively seeking participants by finding them on the street or by cold calling them on the phone, people can choose to sign up and take surveys and offer opinions when they have time. This makes the process far less intrusive and less rushed since people can do so on their own time and by their own volition. 

Key Takeaways

• Companies use market research to test the viability of a new product or service by communicating directly with a potential customer.
• With market research, companies can figure out their target market and get opinions and feedback from consumers in real time.
• This type of research can be conducted in house, by the company itself, or by an outside company that specializes in market research.
• The research includes surveys, product testing, and focus groups.

Related Terms

Related articles, how does a bull market affect the economy, economic indicators that affect the u.s. stock market, the five biggest stock market myths, the market participant playbook, how interest rates affect the u.s. markets, four misconceptions about free markets.

• Privacy Policy
• Terms of Use

• Skip to main content
• Skip to primary sidebar
• Skip to footer
• QuestionPro

• Solutions Industries Gaming Automotive Sports and events Education Government Travel & Hospitality Financial Services Healthcare Cannabis Technology Use Case NPS+ Communities Audience Contactless surveys Mobile LivePolls Member Experience GDPR Positive People Science 360 Feedback Surveys
• Resources Blog eBooks Survey Templates Case Studies Training Help center

Home Market Research

Market Research: What it Is, Methods, Types & Examples

Would you like to know why, how, and when to apply market research? Do you want to discover why your consumers are not buying your products? Are you interested in launching a new product, service, or even a new marketing campaign, but you’re not sure what your consumers want?

LEARN ABOUT: Market research vs marketing research

To answer the questions above, you’ll need help from your consumers. But how will you collect that data? In this case and in many other situations in your business, market research is the way to get all the answers you need.

In this ultimate guide about market research, you’ll find the definition, advantages, types of market research, and some examples that will help you understand this type of research. Don’t forget to download the free ebook available at the end of this guide!

LEARN ABOUT: Perceived Value

Content Index

Three key objectives of market research

Why is market research important.

• Types of Market Research: Methods and Examples

Steps for conducting Market Research

Benefits of an efficient market research, 5 market research tips for businesses, why does every business need market research, free market research ebook, what is market research.

Market research is a technique that is used to collect data on any aspect that you want to know to be later able to interpret it and, in the end, make use of it for correct decision-making.

Another more specific definition could be the following:

Market research is the process by which companies seek to collect data systematically to make better decisions. Still, its true value lies in the way in which all the data obtained is used to achieve a better knowledge of the market consumer.

The process of market research can be done through deploying surveys , interacting with a group of people, also known as a sample , conducting interviews, and other similar processes.  

The primary purpose of conducting market research is to understand or examine the market associated with a particular product or service to decide how the audience will react to a product or service. The information obtained from conducting market research can be used to tailor marketing/ advertising activities or determine consumers’ feature priorities/service requirement (if any).

LEARN ABOUT: Consumer Surveys

Conducting research is one of the best ways of achieving customer satisfaction , reducing customer churn and elevating business. Here are the reasons why market research is important and should be considered in any business:

• Valuable information: It provides information and opportunities about the value of existing and new products, thus, helping businesses plan and strategize accordingly.
• Customer-centric: It helps to determine what the customers need and want. Marketing is customer-centric and understanding the customers and their needs will help businesses design products or services that best suit them. Remember that tracing your customer journey is a great way to gain valuable insights into your customers’ sentiments toward your brand.
• Forecasts: By understanding the needs of customers, businesses can also forecast their production and sales. Market research also helps in determining optimum inventory stock.
• Competitive advantage: To stay ahead of competitors market research is a vital tool to carry out comparative studies. Businesses can devise business strategies that can help them stay ahead of their competitors.

LEARN ABOUT: Data Analytics Projects

Types of Market Research: Market Research Methods and Examples

Whether an organization or business wishes to know the purchase behavior of consumers or the likelihood of consumers paying a certain cost for a product segmentation , market research helps in drawing meaningful conclusions.

LEARN ABOUT: Behavioral Targeting

Depending on the methods and tools required, the following are the types:

1. Primary Market Research (A combination of both Qualitative and Quantitative Research):

Primary market research is a process where organizations or businesses get in touch with the end consumers or employ a third party to carry out relevant studies to collect data. The data collected can be qualitative data (non-numerical data) or quantitative data (numerical or statistical data).

While conducting primary market research, one can gather two types of information: Exploratory and Specific. Exploratory research is open-ended, where a problem is explored by asking open ended questions in a detailed interview format usually with a small group of people, also known as a sample. Here the sample size is restricted to 6-10 members. Specific research, on the other hand, is more pinpointed and is used to solve the problems that are identified by exploratory research.

LEARN ABOUT: Marketing Insight

As mentioned earlier, primary market research is a combination of qualitative market research and quantitative market research. Qualitative market research study involves semi-structured or unstructured data collected through some of the commonly used qualitative research methods like:

Focus groups :

Focus group is one of the commonly used qualitative research methods. Focus group is a small group of people (6-10) who typically respond to online surveys sent to them. The best part about a focus group is the information can be collected remotely, can be done without personally interacting with the group members. However, this is a more expensive method as it is used to collect complex information.

One-to-one interview:

As the name suggests, this method involves personal interaction in the form of an interview, where the researcher asks a series of questions to collect information or data from the respondents. The questions are mostly open-ended questions and are asked to facilitate responses. This method heavily depends on the interviewer’s ability and experience to ask questions that evoke responses.

Ethnographic research :

This type of in-depth research is conducted in the natural settings of the respondents. This method requires the interviewer to adapt himself/herself to the natural environment of the respondents which could be a city or a remote village. Geographical constraints can be a hindering market research factor in conducting this kind of research. Ethnographic research can last from a few days to a few years.

Organizations use qualitative research methods to conduct structured market research by using online surveys , questionnaires , and polls to gain statistical insights to make informed decisions.

LEARN ABOUT: Qualitative Interview

This method was once conducted using pen and paper. This has now evolved to sending structured online surveys to the respondents to gain actionable insights. Researchers use modern and technology-oriented survey platforms to structure and design their survey to evoke maximum responses from respondents.

Through a well-structured mechanism, data is easily collected and reported, and necessary action can be taken with all the information made available firsthand.

Learn more: How to conduct quantitative research

2. Secondary Market Research:

Secondary research uses information that is organized by outside sources like government agencies, media, chambers of commerce etc. This information is published in newspapers, magazines, books, company websites, free government and nongovernment agencies and so on. The secondary source makes use of the following:

• Public sources: Public sources like library are an awesome way of gathering free information. Government libraries usually offer services free of cost and a researcher can document available information.
• Commercial sources: Commercial source although reliable are expensive. Local newspapers, magazines, journal, television media are great commercial sources to collect information.
• Educational Institutions: Although not a very popular source of collecting information, most universities and educational institutions are a rich source of information as many research projects are carried out there than any business sector.

Learn more: Market Research Example with Types and Methods

A market research project may usually have 3 different types of objectives.

• Administrative : Help a company or business development, through proper planning, organization, and both human and material resources control, and thus satisfy all specific needs within the market, at the right time.
• Social : Satisfy customers’ specific needs through a required product or service. The product or service should comply with a customer’s requirements and preferences when consumed.
• Economical : Determine the economical degree of success or failure a company can have while being new to the market, or otherwise introducing new products or services, thus providing certainty to all actions to be implemented.

LEARN ABOUT:  Test Market Demand

Knowing what to do in various situations that arise during the investigation will save the researcher time and reduce research problems . Today’s successful enterprises use powerful market research survey software that helps them conduct comprehensive research under a unified platform, providing actionable insights much faster with fewer problems.

LEARN ABOUT:  Market research industry

Following are the steps to conduct effective market research.

Step #1: Define the Problem

Having a well-defined subject of research will help researchers when they ask questions. These questions should be directed to solve problems and must be adapted to the project. Make sure the questions are written clearly and that the respondents understand them. Researchers can conduct a marketing test with a small group to know if the questions are going to know whether the asked questions are understandable and if they will be enough to gain insightful results.

Research objectives should be written in a precise way and should include a brief description of the information that is needed and the way in which it will obtain it. They should have an answer to this question “why are we doing the research?”

Learn more: Interview Questions

Step #2: Define the Sample

To carry out market research, researchers need a representative sample that can be collected using one of the many sampling techniques . A representative sample is a small number of people that reflect, as accurately as possible, a larger group.

• An organization cannot waste their resources in collecting information from the wrong population. It is important that the population represents characteristics that matter to the researchers and that they need to investigate, are in the chosen sample.
• Take into account that marketers will always be prone to fall into a bias in the sample because there will always be people who do not answer the survey because they are busy, or answer it incompletely, so researchers may not obtain the required data.
• Regarding the size of the sample, the larger it is, the more likely it is to be representative of the population. A larger representative sample gives the researcher greater certainty that the people included are the ones they need, and they can possibly reduce bias. Therefore, if they want to avoid inaccuracy in our surveys, they should have representative and balanced samples.
• Practically all the surveys that are considered in a serious way, are based on a scientific sampling, based on statistical and probability theories.

There are two ways to obtain a representative sample:

• Probability sampling : In probability sampling , the choice of the sample will be made at random, which guarantees that each member of the population will have the same probability of selection bias and inclusion in the sample group. Researchers should ensure that they have updated information on the population from which they will draw the sample and survey the majority to establish representativeness.
• Non-probability sampling : In a non-probability sampling , different types of people are seeking to obtain a more balanced representative sample. Knowing the demographic characteristics of our group will undoubtedly help to limit the profile of the desired sample and define the variables that interest the researchers, such as gender, age, place of residence, etc. By knowing these criteria, before obtaining the information, researchers can have the control to create a representative sample that is efficient for us.

When a sample is not representative, there can be a margin of error . If researchers want to have a representative sample of 100 employees, they should choose a similar number of men and women.

The sample size is very important, but it does not guarantee accuracy. More than size, representativeness is related to the sampling frame , that is, to the list from which people are selected, for example, part of a survey.

LEARN ABOUT: Behavioral Research If researchers want to continue expanding their knowledge on how to determine the size of the sample consult our guide on sampling here.

Step #3: Carry out data collection

First, a data collection instrument should be developed. The fact that they do not answer a survey, or answer it incompletely will cause errors in research. The correct collection of data will prevent this.

Step #4: Analyze the results

Each of the points of the market research process is linked to one another. If all the above is executed well, but there is no accurate analysis of the results, then the decisions made consequently will not be appropriate. In-depth analysis conducted without leaving loose ends will be effective in gaining solutions. Data analysis will be captured in a report, which should also be written clearly so that effective decisions can be made on that basis.

Analyzing and interpreting the results is to look for a wider meaning to the obtained data. All the previous phases have been developed to arrive at this moment. How can researchers measure the obtained results? The only quantitative data that will be obtained is age, sex, profession, and number of interviewees because the rest are emotions and experiences that have been transmitted to us by the interlocutors. For this, there is a tool called empathy map that forces us to put ourselves in the place of our clientele with the aim of being able to identify, really, the characteristics that will allow us to make a better adjustment between our products or services and their needs or interests. When the research has been carefully planned, the hypotheses have been adequately defined and the indicated collection method has been used, the interpretation is usually carried out easily and successfully. What follows after conducting market research?

Learn more: Types of Interviews

Step #5: Make the Research Report

When presenting the results, researchers should focus on: what do they want to achieve using this research report and while answering this question they should not assume that the structure of the survey is the best way to do the analysis. One of the big mistakes that many researchers make is that they present the reports in the same order of their questions and do not see the potential of storytelling.

To make good reports, the best analysts give the following advice: follow the inverted pyramid style to present the results, answering at the beginning the essential questions of the business that caused the investigation. Start with the conclusions and give them fundamentals, instead of accumulating evidence. After this researchers can provide details to the readers who have the time and interest.

Step #6: Make Decisions

An organization or a researcher should never ask “why do market research”, they should just do it! Market research helps researchers to know a wide range of information, for example,  consumer purchase intentions, or gives feedback about the growth of the target market. They can also discover valuable information that will help in estimating the prices of their product or service and find a point of balance that will benefit them and the consumers.

Take decisions! Act and implement.

Learn more: Quantitative Research

• Make well-informed decisions: The growth of an organization is dependent on the way decisions are made by the management. Using market research techniques, the management can make business decisions based on obtained results that back their knowledge and experience. Market research helps to know market trends, hence to carry it out frequently to get to know the customers thoroughly.

LEARN ABOUT: Research Process Steps

• Gain accurate information: Market research provides real and accurate information that will prepare the organization for any mishaps that may happen in the future. By properly investigating the market, a business will undoubtedly be taking a step forward, and therefore it will be taking advantage of its existing competitors.
• Determine the market size: A researcher can evaluate the size of the market that must be covered in case of selling a product or service in order to make profits.
• Choose an appropriate sales system: Select a precise sales system according to what the market is asking for, and according to this, the product/service can be positioned in the market.
• Learn about customer preferences: It helps to know how the preferences (and tastes) of the clients change so that the company can satisfy preferences, purchasing habits, and income levels. Researchers can determine the type of product that must be manufactured or sold based on the specific needs of consumers.
• Gather details about customer perception of the brand: In addition to generating information, market research helps a researcher in understanding how the customers perceive the organization or brand.
• Analyze customer communication methods: Market research serves as a guide for communication with current and potential clients.
• Productive business investment: It is a great investment for any business because thanks to it they get invaluable information, it shows researchers the way to follow to take the right path and achieve the sales that are required.

LEARN ABOUT: Total Quality Management

The following tips will help businesses with creating a better market research strategy.

Tip #1: Define the objective of your research.

Before starting your research quest, think about what you’re trying to achieve next with your business. Are you looking to increase traffic to your location? Or increase sales? Or convert customers from one-time purchasers to regulars? Figuring out your objective will help you tailor the rest of your research and your future marketing materials. Having an objective for your research will flesh out what kind of data you need to collect.

Tip #2: Learn About Your Target Customers.

The most important thing to remember is that your business serves a specific kind of customer. Defining your specific customer has many advantages like allowing you to understand what kind of language to use when crafting your marketing materials, and how to approach building relationships with your customer. When you take time to define your target customer you can also find the best products and services to sell to them.

You want to know as much as you can about your target customer. You can gather this information through observation and by researching the kind of customers who frequent your type of business. For starters, helpful things to know are their age and income. What do they do for a living? What’s their marital status and education level?

Learn more: Customer Satisfaction

Tip #3: Recognize that knowing who you serve helps you define who you do not.

Let’s take a classic example from copywriting genius Dan Kennedy. He says that if you’re opening up a fine dining steakhouse focused on decadent food, you know right off the bat that you’re not looking to attract vegetarians or dieters. Armed with this information, you can create better marketing messages that speak to your target customers.

It’s okay to decide who is not a part of your target customer base. In fact, for small businesses knowing who you don’t cater to can be essential in helping you grow. Why? Simple, if you’re small your advantage is that you can connect deeply with a specific segment of the market. You want to focus your efforts on the right customer who already is compelled to spend money on your offer.

If you’re spreading yourself thin by trying to be all things to everyone, you will only dilute your core message. Instead, keep your focus on your target customer. Define them, go deep, and you’ll be able to figure out how you can best serve them with your products and services.

Tip #4: Learn from your competition.

This works for brick-and-mortar businesses as well as internet businesses because it allows you to step into the shoes of your customer and open up to a new perspective of your business. Take a look around the internet and around your town. If you can, visit your competitor’s shops. For example, if you own a restaurant specializing in Italian cuisine, dine at the other Italian place in your neighborhood or in the next township.

As you experience the business from the customer’s perspective, look for what’s being done right and wrong.

Can you see areas that need attention or improvement? How are you running things in comparison? What’s the quality of their product and customer service ? Are the customers here pleased? Also, take a close look at their market segment. Who else is patronizing their business? Are they the same kinds of people who spend money with you? By asking these questions and doing in-person research, you can dig up a lot of information to help you define your unique selling position and create even better offers for your customers.

Tip #5: Get your target customers to open up and tell you everything.

A good customer survey is one of the most valuable market research tools because it gives you the opportunity to get inside your customer’s head. However, remember that some feedback may be harsh, so take criticism as a learning tool to point you in the right direction.

Creating a survey is simple. Ask questions about what your customer thinks you’re doing right and what can be improved. You can also prompt them to tell you what kinds of products and services they’d like to see you add, giving you fantastic insight into how to monetize your business more. Many customers will be delighted to offer feedback. You can even give customers who fill out surveys a gift like a special coupon for their next purchase.

Bonus Tip: Use an insight & research repository

An insight & research repository is a consolidated research management platform to derive insights about past and ongoing market research. With the use of such a tool, you can leverage past research to get to insights faster, build on previously done market research and draw trendlines, utilize research techniques that have worked in the past, and more.

Market research is one of the most effective ways to gain insight into your customer base , competitors , and the overall market. The goal of conducting market research is to equip your company with the information you need to make informed decisions.

It is especially important when small businesses are trying to determine whether a new business idea is viable, looking to move into a new market, or are launching a new product or service.  Read below for a more in-depth look at how market research can help small businesses.

• COMPETITION According to a study conducted by Business Insider, 72% of small businesses focus on increasing revenue. Conducting research helps businesses gain insight into competitor behavior. By learning about your competitor’s strengths and weaknesses, you can learn how to position your product or offering. In order to be successful, small businesses need to have an understanding of what products and services competitors are offering, and their price point.

Learn more: Trend Analysis

• CUSTOMERS Many small businesses feel they need to understand their customers, only to conduct market research and learn they had the wrong assumptions. By researching, you can create a profile of your average customer and gain insight into their buying habits, how much they’re willing to spend, and which features resonate with them. Additionally, and perhaps more importantly, you can learn what will make someone use your product or service over a competitor.

Learn more: Customer Satisfaction Survey

• OPPORTUNITIES Potential opportunities, whether they are products or services, can be identified by conducting market research. By learning more about your customers, you can gather insights into complementary products and services. Consumer needs change over time, influenced by new technology and different conditions, and you may find new needs that are not being met, which can create new opportunities for your business.

Learn more: SWOT Analysis 

• FORECAST A small business is affected by the performance of the local and national economy, as are its’ customers. If consumers are worried, then they will be more restrained when spending money, which affects the business. By conducting research with consumers, businesses can get an idea of whether they are optimistic or apprehensive about the direction of the economy, and make adjustments as necessary. For example, a small business owner may decide to postpone a new product launch if it appears the economic environment is turning negative.

Learn more: 300+ Market Research Survey Questionnaires

Market research and market intelligence may be as complex as the needs that each business or project has. The steps are usually the same. We hope this ultimate guide helps you have a better understanding of how to make your own market research project to gather insightful data and make better decisions.

LEARN ABOUT: Projective Techniques

We appreciate you taking the time to read this ultimate guide. We hope it was helpful! 

You can now download our free ebook that will guide you through a market research project, from the planning stage to the presentation of the outcomes and their analysis.

Sign up now, and download our free ebook: The Hacker’s Guide to Advanced Research Methodologies 

DOWNLOAD NOW

MORE LIKE THIS

21 Best Customer Advocacy Software for Customers in 2024

Apr 19, 2024

10 Quantitative Data Analysis Software for Every Data Scientist

Apr 18, 2024

11 Best Enterprise Feedback Management Software in 2024

17 Best Online Reputation Management Software in 2024

Apr 17, 2024

Other categories

• Academic Research
• Artificial Intelligence
• Assessments
• Brand Awareness
• Case Studies
• Communities
• Consumer Insights
• Customer effort score
• Customer Engagement
• Customer Experience
• Customer Loyalty
• Customer Research
• Customer Satisfaction
• Employee Benefits
• Employee Engagement
• Employee Retention
• Friday Five
• General Data Protection Regulation
• Insights Hub
• Life@QuestionPro
• Market Research
• Mobile diaries
• Mobile Surveys
• New Features
• Online Communities
• Question Types
• Questionnaire
• QuestionPro Products
• Release Notes
• Research Tools and Apps
• Revenue at Risk
• Survey Templates
• Training Tips
• Uncategorized
• Video Learning Series
• What’s Coming Up
• Workforce Intelligence

An official website of the United States government

The .gov means it’s official. Federal government websites often end in .gov or .mil. Before sharing sensitive information, make sure you’re on a federal government site.

The site is secure. The https:// ensures that you are connecting to the official website and that any information you provide is encrypted and transmitted securely.

• Publications
• Account settings

Preview improvements coming to the PMC website in October 2024. Learn More or Try it out now .

• Advanced Search
• Journal List
• Entropy (Basel)

Stock Market Volatility and Return Analysis: A Systematic Literature Review

Roni bhowmik.

1 School of Economics and Management, Jiujiang University, Jiujiang 322227, China

2 Department of Business Administration, Daffodil International University, Dhaka 1207, Bangladesh

Shouyang Wang

3 Academy of Mathematics and Systems Science, Chinese Academy of Sciences, Beijing 100080, China; nc.ca.ssma@gnawys

In the field of business research method, a literature review is more relevant than ever. Even though there has been lack of integrity and inflexibility in traditional literature reviews with questions being raised about the quality and trustworthiness of these types of reviews. This research provides a literature review using a systematic database to examine and cross-reference snowballing. In this paper, previous studies featuring a generalized autoregressive conditional heteroskedastic (GARCH) family-based model stock market return and volatility have also been reviewed. The stock market plays a pivotal role in today’s world economic activities, named a “barometer” and “alarm” for economic and financial activities in a country or region. In order to prevent uncertainty and risk in the stock market, it is particularly important to measure effectively the volatility of stock index returns. However, the main purpose of this review is to examine effective GARCH models recommended for performing market returns and volatilities analysis. The secondary purpose of this review study is to conduct a content analysis of return and volatility literature reviews over a period of 12 years (2008–2019) and in 50 different papers. The study found that there has been a significant change in research work within the past 10 years and most of researchers have worked for developing stock markets.

1. Introduction

In the context of economic globalization, especially after the impact of the contemporary international financial crisis, the stock market has experienced unprecedented fluctuations. This volatility increases the uncertainty and risk of the stock market and is detrimental to the normal operation of the stock market. To reduce this uncertainty, it is particularly important to measure accurately the volatility of stock index returns. At the same time, due to the important position of the stock market in the global economy, the beneficial development of the stock market has become the focus. Therefore, the knowledge of theoretical and literature significance of volatility are needed to measure the volatility of stock index returns.

Volatility is a hot issue in economic and financial research. Volatility is one of the most important characteristics of financial markets. It is directly related to market uncertainty and affects the investment behavior of enterprises and individuals. A study of the volatility of financial asset returns is also one of the core issues in modern financial research and this volatility is often described and measured by the variance of the rate of return. However, forecasting perfect market volatility is difficult work and despite the availability of various models and techniques, not all of them work equally for all stock markets. It is for this reason that researchers and financial analysts face such a complexity in market returns and volatilities forecasting.

The traditional econometric model often assumes that the variance is constant, that is, the variance is kept constant at different times. An accurate measurement of the rate of return’s fluctuation is directly related to the correctness of portfolio selection, the effectiveness of risk management, and the rationality of asset pricing. However, with the development of financial theory and the deepening of empirical research, it was found that this assumption is not reasonable. Additionally, the volatility of asset prices is one of the most puzzling phenomena in financial economics. It is a great challenge for investors to get a pure understanding of volatility.

A literature reviews act as a significant part of all kinds of research work. Literature reviews serve as a foundation for knowledge progress, make guidelines for plan and practice, provide grounds of an effect, and, if well guided, have the capacity to create new ideas and directions for a particular area [ 1 ]. Similarly, they carry out as the basis for future research and theory work. This paper conducts a literature review of stock returns and volatility analysis based on generalized autoregressive conditional heteroskedastic (GARCH) family models. Volatility refers to the degree of dispersion of random variables.

Financial market volatility is mainly reflected in the deviation of the expected future value of assets. The possibility, that is, volatility, represents the uncertainty of the future price of an asset. This uncertainty is usually characterized by variance or standard deviation. There are currently two main explanations in the academic world for the relationship between these two: The leverage effect and the volatility feedback hypothesis. Leverage often means that unfavorable news appears, stock price falls, leading to an increase in the leverage factor, and thus the degree of stock volatility increases. Conversely, the degree of volatility weakens; volatility feedback can be simply described as unpredictable stock volatility that will inevitably lead to higher risk in the future.

There are many factors that affect price movements in the stock market. Firstly, there is the impact of monetary policy on the stock market, which is extremely substantial. If a loose monetary policy is implemented in a year, the probability of a stock market index rise will increase. On the other hand, if a relatively tight monetary policy is implemented in a year, the probability of a stock market index decline will increase. Secondly, there is the impact of interest rate liberalization on risk-free interest rates. Looking at the major global capital markets, the change in risk-free interest rates has a greater correlation with the current stock market. In general, when interest rates continue to rise, the risk-free interest rate will rise, and the cost of capital invested in the stock market will rise simultaneously. As a result, the economy is expected to gradually pick up during the release of the reform dividend, and the stock market is expected to achieve a higher return on investment.

Volatility is the tendency for prices to change unexpectedly [ 2 ], however, all kinds of volatility is not bad. At the same time, financial market volatility has also a direct impact on macroeconomic and financial stability. Important economic risk factors are generally highly valued by governments around the world. Therefore, research on the volatility of financial markets has always been the focus of financial economists and financial practitioners. Nowadays, a large part of the literature has studied some characteristics of the stock market, such as the leverage effect of volatility, the short-term memory of volatility, and the GARCH effect, etc., but some researchers show that when adopting short-term memory by the GARCH model, there is usually a confusing phenomenon, as the sampling interval tends to zero. The characterization of the tail of the yield generally assumes an ideal situation, that is, obeys the normal distribution, but this perfect situation is usually not established.

Researchers have proposed different distributed models in order to better describe the thick tail of the daily rate of return. Engle [ 3 ] first proposed an autoregressive conditional heteroscedasticity model (ARCH model) to characterize some possible correlations of the conditional variance of the prediction error. Bollerslev [ 4 ] has been extended it to form a generalized autoregressive conditional heteroskedastic model (GARCH model). Later, the GARCH model rapidly expanded and a GARCH family model was created.

When employing GARCH family models to analyze and forecast return volatility, selection of input variables for forecasting is crucial as the appropriate and essential condition will be given for the method to have a stationary solution and perfect matching [ 5 ]. It has been shown in several findings that the unchanged model can produce suggestively different results when it is consumed with different inputs. Thus, another key purpose of this literature review is to observe studies which use directional prediction accuracy model as a yardstick from a realistic point of understanding and has the core objective of the forecast of financial time series in stock market return. Researchers estimate little forecast error, namely measured as mean absolute deviation (MAD), root mean squared error (RMSE), mean absolute error (MAE), and mean squared error (MSE) which do not essentially interpret into capital gain [ 6 , 7 ]. Some others mention that the predictions are not required to be precise in terms of NMSE (normalized mean squared error) [ 8 ]. It means that finding the low rate of root mean squared error does not feed high returns, in another words, the relationship is not linear between two.

In this manuscript, it is proposed to categorize the studies not only by their model selection standards but also for the inputs used for the return volatility as well as how precise it is spending them in terms of return directions. In this investigation, the authors repute studies which use percentage of success trades benchmark procedures for analyzing the researchers’ proposed models. From this theme, this study’s authentic approach is compared with earlier models in the literature review for input variables used for forecasting volatility and how precise they are in analyzing the direction of the related time series. There are other review studies on return and volatility analysis and GARCH-family based financial forecasting methods done by a number of researchers [ 9 , 10 , 11 , 12 , 13 ]. Consequently, the aim of this manuscript is to put forward the importance of sufficient and necessary conditions for model selection and contribute for the better understanding of academic researchers and financial practitioners.

Systematic reviews have most notable been expanded by medical science as a way to synthesize research recognition in a systematic, transparent, and reproducible process. Despite the opportunity of this technique, its exercise has not been overly widespread in business research, but it is expanding day by day. In this paper, the authors have used the systematic review process because the target of a systematic review is to determine all empirical indication that fits the pre-decided inclusion criteria or standard of response to a certain research question. Researchers proved that GARCH is the most suitable model to use when one has to analysis the volatility of the returns of stocks with big volumes of observations [ 3 , 4 , 6 , 9 , 13 ]. Researchers observe keenly all the selected literature to answer the following research question: What are the effective GARCH models to recommend for performing market volatility and return analysis?

The main contribution of this paper is found in the following four aspects: (1) The best GARCH models can be recommended for stock market returns and volatilities evaluation. (2) The manuscript considers recent papers, 2008 to 2019, which have not been covered in previous studies. (3) In this study, both qualitative and quantitative processes have been used to examine the literature involving stock returns and volatilities. (4) The manuscript provides a study based on journals that will help academics and researchers recognize important journals that they can denote for a literature review, recognize factors motivating analysis stock returns and volatilities, and can publish their worth study manuscripts.

2. Methodology

A systematic literature examination of databases should recognize as complete a list as possible of relevant literature while keeping the number of irrelevant knocks small. The study is conducted by a systematic based literature review, following suggestions from scholars [ 14 , 15 ]. This manuscript was led by a systematic database search, surveyed by cross-reference snowballing, as demonstrated in Figure 1 , which was adapted from Geissdoerfer et al. [ 16 ]. Two databases were selected for the literature search: Scopus and Web-of-Science. These databases were preferred as they have some major depositories of research and are usually used in literature reviews for business research [ 17 ].

Literature review method.

At first stage, a systematic literature search is managed. The keywords that were too broad or likely to be recognized in literature-related keywords with other research areas are specified below. As shown in Table 1 , the search string “market return” in ‘Title‘ respectively “stock market return”, “stock market volatility”, “stock market return volatility”, “GARCH family model* for stock return”, “forecasting stock return”, and GARCH model*, “financial market return and volatility” in ‘Topic’ separately ‘Article title, Abstract, Keywords’ were used to search for reviews of articles in English on the Elsevier Scopus and Thomson Reuters Web-of-Science databases. The asterisk (*) is a commonly used wildcard symbol that broadens a search by finding words that start with the same letters.

Literature search strings for database.

At second stage, suitable cross-references were recognized in this primary sample by first examining the publications’ title in the reference portion and their context and cited content in the text. The abstracts of the recognized further publications were examined to determine whether the paper was appropriate or not. Appropriate references were consequently added to the sample and analogously scanned for appropriate cross-references. This method was continual until no additional appropriate cross-references could be recognized.

At the third stage, the ultimate sample was assimilated, synthesized, and compiled into the literature review presented in the subsequent section. The method was revised a few days before the submission.

Additionally, the list of affiliation criteria in Table 2 , which is formed on discussions of the authors, with the summaries of all research papers were independently checked in a blind system method. Evaluations were established on the content of the abstract, with any extra information unseen, and were comprehensive rather than exclusive. In order to check for inter-coder dependability, an initial sample of 30 abstracts were studied for affiliation by the authors. If the abstract was not satisfactorily enough, the whole paper was studied. Simply, 4.61 percent of the abstract resulted in variance between the researchers. The above-mentioned stages reduced the subsequent number of full papers for examination and synthesis to 50. In order to recognize magnitudes, backgrounds, and moderators, these residual research papers were reviewed in two rounds of reading.

Affiliation criteria.

3. Review of Different Studies

In this paper, a large amount of articles were studied but only a few were well thought out to gather the quality developed earlier. For every published article, three groups were specified. Those groups were considered as index and forecast time period, input elements, econometric models, and study results. The first group namely “index and forecast time period with input elements” was considered since market situation like emerging, frontier, and developed markets which are important parameters of forecast and also the length of evaluation is a necessary characteristic for examining the robustness of the model. Furthermore, input elements are comparatively essential parameters for a forecast model because the analytical and diagnostic ability of the model is mainly supported on the inputs that a variable uses. In the second group, “model” was considered forecast models proposed by authors and other models for assessment. The last group is important to our examination for comparing studies in relationships of proper guiding return and volatility, acquired by using recommended estimate models, named the “study results” group.

Measuring the stock market volatility is an incredibly complex job for researchers. Since volatility tends to cluster, if today’s volatility is high, it is likely to be high tomorrow but they have also had an attractive high hit rate with major disasters [ 4 , 7 , 11 , 12 ]. GARCH models have a strong background, recently having crossed 30 years of the fast progress of GARCH-type models for investigating the volatility of market data. Literature of eligible papers were clustered in two sub groups, the first group containing GARCH and its variations model, and the second group containing bivariate and other multivariate GARCH models, summarized in a table format for future studies. Table 3 explains the review of GARCH and its variations models. The univariate GARCH model is for a single time series. It is a statistical model that is used to analyze a number of different kinds of financial data. Financial institutions and researchers usually use this model to estimate the volatility of returns for stocks, bonds, and market indices. In the GARCH model, current volatility is influenced by past innovation to volatility. GARCH models are used to model for forecast volatility of one time series. The most widely used GARCH form is GARCH (1, 1) and this has some extensions.

Different literature studies based on generalized autoregressive conditional heteroskedastic (GARCH) and its variations models.

Notes: APARCH (Asymmetric Power ARCH), AIC (Akaike Information Criterion), OHLC (Open-High-Low-Close Chart), NSE (National Stock Exchange of India), EWMA (Exponentially Weighted Moving Average), CGARCH (Component GARCH), BDS (Brock, Dechert & Scheinkman) Test, ARCH-LM (ARCH-Lagrange Multiplier) test, VAR (Vector Autoregression) model, VEC (Vector Error Correction) model, ARFIMA (Autoregressive Fractional Integral Moving Average), FIGARCH (Fractionally Integrated GARCH), SHCI (Shanghai Stock Exchange Composite Index), SZCI (Shenzhen Stock Exchange Component Index), ADF (Augmented Dickey–Fuller) test, BSE (Bombay Stock Exchange), and PGARCH (Periodic GARCH) are discussed.

In a simple GARCH model, the squared volatility σ t 2 is allowed to change on previous squared volatilities, as well as previous squared values of the process. The conditional variance satisfies the following form: σ t 2 = α 0 + α 1 ϵ t − 1 2 + … + α q ϵ t − q 2 + β 1 σ t − 1 2 + … + β p σ t − p 2 where, α i > 0 and β i > 0 . For the GARCH model, residuals’ lags can substitute by a limited number of lags of conditional variances, which abridges the lag structure and in addition the estimation method of coefficients. The most often used GARCH model is the GARCH (1, 1) model. The GARCH (1, 1) process is a covariance-stationary white noise process if and only if α 1 + β < 1 . The variance of the covariance-stationary process is given by α 1   /   ( 1 − α 1 − β ) . It specifies that σ n 2     is based on the most recent observation of φ t 2   and the most recent variance rate σ n − 1 2 . The GARCH (1, 1) model can be written as σ n 2 = ω + α φ n − 1 2 + β σ n − 1 2 and this is usually used for the estimation of parameters in the univariate case.

Though, GARCH model is not a complete model, and thus could be developed, these developments are detected in the form of the alphabet soup that uses GARCH as its key component. There are various additions of the standard GARCH family models. Nonlinear GARCH (NGARCH) was proposed by Engle and Ng [ 18 ]. The conditional covariance equation is in the form: σ t 2 = γ + α ( ε t − 1 − ϑ σ t − 1   ) 2 + β σ t − 1 2 , where α ,   β ,   γ > 0 . The integrated GARCH (IGARCH) is a restricted version of the GARCH model, where the sum of all the parameters sum up to one and this model was introduced by Engle and Bollerslev [ 19 ]. Its phenomenon might be caused by random level shifts in volatility. The simple GARCH model fails in describing the “leverage effects” which are detected in the financial time series data. The exponential GARCH (EGARCH) introduced by Nelson [ 5 ] is to model the logarithm of the variance rather than the level and this model accounts for an asymmetric response to a shock. The GARCH-in-mean (GARCH-M) model adds a heteroskedasticity term into the mean equation and was introduced by Engle et al. [ 20 ]. The quadratic GARCH (QGARCH) model can handle asymmetric effects of positive and negative shocks and this model was introduced by Sentana [ 21 ]. The Glosten-Jagannathan-Runkle GARCH (GJR-GARCH) model was introduced by Glosten et al. [ 22 ], its opposite effects of negative and positive shocks taking into account the leverage fact. The threshold GARCH (TGARCH) model was introduced by Zakoian [ 23 ], this model is also commonly used to handle leverage effects of good news and bad news on volatility. The family GARCH (FGARCH) model was introduced by Hentschel [ 24 ] and is an omnibus model that is a mix of other symmetric or asymmetric GARCH models. The COGARCH model was introduced by Klüppelberg et al. [ 25 ] and is actually the stochastic volatility model, being an extension of the GARCH time series concept to continuous time. The power-transformed and threshold GARCH (PTTGARCH) model was introduced by Pan et al. [ 26 ], this model is a very flexible model and, under certain conditions, includes several ARCH/GARCH models.

Based on the researchers’ articles, the symmetric GARCH (1, 1) model has been used widely to forecast the unconditional volatility in the stock market and time series data, and has been able to simulate the asset yield structure and implied volatility structure. Most researchers show that GARCH (1, 1) with a generalized distribution of residual has more advantages in volatility assessment than other models. Conversely, the asymmetry influence in stock market volatility and return analysis was beyond the descriptive power of the asymmetric GARCH models, as the models could capture more specifics. Besides, the asymmetric GARCH models can incompletely measure the effect of positive or negative shocks in stock market return and volatility, and the GARCH (1, 1) comparatively failed to accomplish this fact. In asymmetric effect, the GJR-GARCH model performed better and produced a higher predictable conditional variance during the period of high volatility. In addition, among the asymmetric GARCH models, the reflection of EGARCH model appeared to be superior.

Table 4 has explained the review of bivariate and other multivariate GARCH models. Bivariate model analysis was used to find out if there is a relationship between two different variables. Bivariate model uses one dependent variable and one independent variable. Additionally, the Multivariate GARCH model is a model for two or more time series. Multivariate GARCH models are used to model for forecast volatility of several time series when there are some linkages between them. Multivariate model uses one dependent variable and more than one independent variable. In this case, the current volatility of one time series is influenced not only by its own past innovation, but also by past innovations to volatilities of other time series.

Different literature studies based on bivariate and other multivariate GARCH models.

The most recognizable use of multivariate GARCH models is the analysis of the relations between the volatilities and co-volatilities of several markets. A multivariate model would create a more dependable model than separate univariate models. The vector error correction (VEC) models is the first MGARCH model which was introduced by Bollerslev et al. [ 66 ]. This model is typically related to subsequent formulations. The model can be expressed in the following form: v e c h   ( H t ) = ℂ + ∑ j = 1 q X j   v e c h   ( ϵ t − j   ϵ t − j ' ) + ∑ j = 1 p Y j   v e c h   ( H t − j   )   where v e c h is an operator that stacks the columns of the lower triangular part of its argument square matrix and H t is the covariance matrix of the residuals. The regulated version of the VEC model is the DVEC model and was also recommended by Bollerslev et al. [ 66 ]. Compared to the VEC model, the estimation method proceeded far more smoothly in the DVEC model. The Baba-Engle-Kraft-Kroner (BEKK) model was introduced by Baba et al. [ 67 ] and is an innovative parameterization of the conditional variance matrix H t . The BEKK model accomplishes the positive assurance of the conditional covariance by conveying the model in a way that this property is implied by the model structure. The Constant Conditional Correlation (CCC) model was recommended by Bollerslev [ 68 ], to primarily model the conditional covariance matrix circuitously by estimating the conditional correlation matrix. The Dynamic Conditional Correlation (DCC) model was introduced by Engle [ 69 ] and is a nonlinear mixture of univariate GARCH models and also a generalized variety of the CCC model. To overcome the inconveniency of huge number of parameters, the O-GARCH model was recommended by Alexander and Chibumba [ 70 ] and consequently developed by Alexander [ 71 , 72 ]. Furthermore, a multivariate GARCH model GO-GARCH model was introduced by Bauwens et al. [ 73 ].

The bivariate models showed achieve better in most cases, compared with the univariate models [ 85 ]. MGARCH models could be used for forecasting. Multivariate GARCH modeling delivered a realistic but parsimonious measurement of the variance matrix, confirming its positivity. However, by analyzing the relative forecasting accuracy of the two formulations, BEKK and DCC, it could be deduced that the forecasting performance of the MGARCH models was not always satisfactory. By comparing it with the other multivariate GARCH models, BEKK-GARCH model was comparatively better and flexible but it needed too many parameters for multiple time series. Conversely, for the area of forecasting, the DCC-GARCH model was more parsimonious. In this regard, it was significantly essential to balance parsimony and flexibility when modeling multivariate GARCH models.

The current systematic review has identified 50 research articles for studies on significant aspects of stock market return and volatility, review types, and GARCH model analysis. This paper noticed that all the studies in this review used an investigational research method. A literature review is necessary for scholars, academics, and practitioners. However, assessing various kinds of literature reviews can be challenging. There is no use for outstanding and demanding literature review articles, since if they do not provide a sufficient contribution and something that is recent, it will not be published. Too often, literature reviews are fairly descriptive overviews of research carried out among particular years that draw data on the number of articles published, subject matter covered, authors represented, and maybe methods used, without conducting a deeper investigation. However, conducting a literature review and examining its standard can be challenging, for this reason, this article provides some rigorous literature reviews and, in the long run, to provide better research.

4. Conclusions

Working on a literature review is a challenge. This paper presents a comprehensive literature which has mainly focused on studies on return and volatility of stock market using systematic review methods on various financial markets around the world. This review was driven by researchers’ available recommendations for accompanying systematic literature reviews to search, examine, and categorize all existing and accessible literature on market volatility and returns [ 16 ]. Out of the 435 initial research articles located in renowned electronic databases, 50 appropriate research articles were extracted through cross-reference snowballing. These research articles were evaluated for the quality of proof they produced and were further examined. The raw data were offered by the authors from the literature together with explanations of the data and key fundamental concepts. The outcomes, in this research, delivered future magnitudes to research experts for further work on the return and volatility of stock market.

Stock market return and volatility analysis is a relatively important and emerging field of research. There has been plenty of research on financial market volatility and return because of easily increasing accessibility and availability of researchable data and computing capability. The GARCH type models have a good model on stock market volatilities and returns investigation. The popularity of various GARCH family models has increased in recent times. Every model has its specific strengths and weaknesses and has at influence such a large number of GARCH models. To sum up the reviewed papers, many scholars suggest that the GARCH family model provides better results combined with another statistical technique. Based on the study, much of the research showed that with symmetric information, GARCH (1, 1) could precisely explain the volatilities and returns of the data and when under conditions of asymmetric information, the asymmetric GARCH models would be more appropriate [ 7 , 32 , 40 , 47 , 48 ]. Additionally, few researchers have used multivariate GARCH model statistical techniques for analyzing market volatility and returns to show that a more accurate and better results can be found by multivariate GARCH family models. Asymmetric GARCH models, for instance and like, EGARCH, GJR GARCH, and TGARCH, etc. have been introduced to capture the effect of bad news on the change in volatility of stock returns [ 42 , 58 , 62 ]. This study, although short and particular, attempted to give the scholar a concept of different methods found in this systematic literature review.

With respect to assessing scholars’ articles, the finding was that rankings and specifically only one GARCH model was sensitive to the different stock market volatilities and returns analysis, because the stock market does not have similar characteristics. For this reason, the stock market and model choice are little bit difficult and display little sensitivity to the ranking criterion and estimation methodology, additionally applying software is also another matter. The key challenge for researchers is finding the characteristics in stock market summarization using different kinds of local stock market returns, volatility detection, world stock market volatility, returns, and other data. Additional challenges are modeled by differences of expression between different languages. From an investigation perception, it has been detected that different authors and researchers use special datasets for the valuation of their methods, which may put boundary assessments between research papers.

Whenever there is assurance that scholars build on high accuracy, it will be easier to recognize genuine research gaps instead of merely conducting the same research again and again, so as to progress better and create more appropriate hypotheses and research questions, and, consequently, to raise the standard of research for future generation. This study will be beneficial for researchers, scholars, stock exchanges, regulators, governments, investors, and other concerned parties. The current study also contributes to the scope of further research in the area of stock volatility and returns. The content analysis can be executed taking the literature of the last few decades. It determined that a lot of methodologies like GARCH models, Johansen models, VECM, Impulse response functions, and Granger causality tests are practiced broadly in examining stock market volatility and return analysis across countries as well as among sectors with in a country.

Author Contributions

R.B. and S.W. proposed the research framework together. R.B. collected the data, and wrote the document. S.W. provided important guidance and advice during the process of this research. All authors have read and agreed to the published version of the manuscript.

This research received no external funding.

Conflicts of Interest

The authors declare no conflict of interest.

Stash Learn

Menu Toggle

Back to Stash

Home / Investing / 72 Stock Market Terms Every Beginner Trader Should Know

Dec 8, 2023

72 Stock Market Terms Every Beginner Trader Should Know

New to investing? Dive into this breakdown of stock market terms every beginner should know.

Learning to navigate the stock market as a new investor can be intimidating, but getting familiar with basic stock market terms can get you up and running sooner than you’d think. 

Understanding stock market fundamentals is key to making smart investing decisions, keeping a pulse on the market, and eventually taking on more complex trading strategies. Use the terms below to get a jump start on learning basic stock market vocabulary and create a strong foundation for your long-term wealth goals . In this article, we’ll cover:

• Asset allocation
• Asset classes
• Averaging down
• Bear market
• Bid-ask spread
• Blue-chip stocks
• Bull market
• Capitalization
• Capital gains
• Common stock
• Current ratio
• Day trading
• Debt-to-equity ratio
• Diversification
• Dividend yield
• Dollar-cost averaging
• Dow Jones Industrial Average (DJIA )
• Earnings per share (EPS)
• Economic bubble
• Equal weight rating
• Equity income
• Exchange-traded funds (ETFs)
• Expense ratio
• Going short
• Growth and income funds
• Growth stocks
• Head and shoulders pattern
• Index funds
• Initial public offering (IPO)
• Limit order
• Liquidity  
• Market index
• Market volatility 
• Moving average 
• Mutual funds
• Non-fungible token (NFT)
• Order imbalance
• Outstanding shares
• Preferred stock
• Price quote
• Profit margin
• Risk tolerance
• Stock market holidays
• Stock option
• Stock portfolio 
• Stock split
• Time horizon
• Value stocks
• Volume-weighted average price (VWAP)
• 52-week range

What is the stock market?

The stock market is a collection of markets where people buy and sell shares of publicly traded companies. When someone invests in a stock, their investment is represented by a share, or partial ownership, of that company. 

The stock market operates by potential buyers naming the highest price they’ll pay for an asset (the “bid”) and potential sellers naming the lowest price they’re willing to sell for (the “ask”). Trades are typically executed by stockbrokers on behalf of individual investors.

72 stock market terms for new investors  

The stock market terms below are a great starting point if you’re new to trading stocks. Study these terms to familiarize yourself with common stock lingo that any new investor should understand. 

1. Arbitrage 

Arbitrage refers to purchasing an asset from one market and selling it to another market where the selling price is higher than what you paid for it, resulting in profit. 

An ask is the selling price that a trader offers for their shares. 

3. Asset Allocation

Asset allocation is an investment strategy that aims to balance risk and reward by dividing a certain percentage of investments—like stocks, bonds, real estate, cash, etc.—across different assets in an investment portfolio. 

4. Asset Classes

Asset classes are categories of assets, such as stocks, bonds, real estate, or cash. 

5. Averaging Down

Averaging down is an investing strategy that involves buying additional shares of an asset or stock after its price has fallen, resulting in a lower average purchase price. 

6. Bear Market

A bear market is a market condition in which prices are expected to fall. Typically, this entails major indexes or stocks decreasing by 20% or more compared to previous highs. 

Beta is the measure of an asset’s risk in relation to the market. A stock with a beta of 1.5 means that the stock typically moves 50% more than the market in the same direction. Generally, a higher beta indicates a riskier investment—if the market rises 10%, the stock will rise by 15%, but if the market falls by 10%, the stock will fall by 15%. 

The price a trader is willing to pay for shares of a stock or other asset. 

9. Bid-Ask Spread

Bid-ask spread is the difference between what buyers are willing to pay and the price sellers are asking for a stock. 

10. Blockchain

A blockchain is a record-keeping database in which transactions made in Bitcoin or other cryptocurrencies are recorded across multiple computers and distributed across the entire network of those computers.

11. Blue-Chip Stocks

Blue-chip stocks are common stocks of well-known companies known for their quality and history of growth. 

A bond is a type of security loaned by an investor to a borrower like a company or government used to fund its operations. 

13. Bull Market

A bull market is a market condition in which prices are expected to rise.

14. Buyback

A buyback is when a company repurchases outstanding shares to reduce the number of shares on the market and return profits to their investors, resulting in an increased value of the remaining shares. 

15. Capitalization

Also known as market cap , capitalization is the total market value of all a company’s outstanding shares. It’s calculated by multiplying the total number of shares by the current share price. 

16. Capital Gains 

Capital gains refers to the profit earned after selling an asset or investment for a higher price than you paid for it. 

17. Common Stock

This is one of the most basic stock market terms to know. Common stock is a type of security that represents ownership in a company. Holders of common stock are able to vote on matters like corporate policies and elect directors within that company. 

18. Current Ratio

The current ratio is a measure of a company’s ability to pay short-term debt. It’s determined by dividing current assets by current liabilities. 

19. Day Trading

Day trading is the practice of buying and selling shares of stock within a single day.   

20. Debt-to-Equity Ratio

Debt-to-equity ratio represents a function of a company’s debt relative to its equity, or the value of its assets minus its liabilities. The ratio is found by dividing total liabilities by total shareholder equity. 

21. Diversification

Diversification is an investment strategy that divides investment funds across a variety of assets in order to minimize overall risk. 

 22. Dividend

“ Dividend ” is one of the most basic terms for the stock market. It’s simply a portion of a company’s earnings paid out to its shareholders. 

23. Dividend Yield

A dividend yield is a dividend expressed as a percentage of its stock price . 

24. Dollar-Cost Averaging

Dollar-cost averaging is an investment strategy in which you invest a fixed amount on a regular basis regardless of the price of the asset. 

25. Dow Jones Industrial Average (DJIA)

Also known as Dow 30, the Dow Jones Industrial Average is a stock market index consisting of the 30 most-traded blue-chip stocks on the New York Stock Exchange. It’s used to measure the performance of shares among the largest U.S. companies and gauge the overall direction of stock prices. 

26. Earnings per Share (EPS)

Earnings per share is a company’s profit divided by its number of outstanding shares, and is used to measure corporate profitability.

27. Economic Bubble

An economic bubble is a situation where asset prices surge to significantly higher levels than the fundamental value of that asset. 

28. Equal Weight Rating

An equal weight rating is a measure used by equity analysts to signify how well a stock is performing relative to other stocks. An equal weight rating suggests that a stock will perform similarly with the average of all the stocks being used for comparison.

29. Equity Income

Equity income is used to describe any income received from stock dividends. 

30. Exchange

An exchange, or stock exchange, is a marketplace where investors and traders buy and sell stocks. You’ve probably heard of the most well-known exchanges in the U.S.: the New York Stock Exchange (NYSE) and Nasdaq. 

31. Exchange-Traded Funds (ETFs)

Commonly known as ETFs , exchange-traded funds are a collection of stocks or bonds combined in a single fund that can be purchased and traded on major stock exchanges. Similar to mutual funds, they’re a pooled investment fund, meaning a “pool” of money is aggregated from multiple investors. 

32. Expense Ratio

An expense ratio measures the cost of owning a mutual fund, including expenses like the management of the fund, overhead fees, and any other costs associated with running the fund. It’s essentially an administrative fee paid to the company in return for owning the fund. The ratio is measured as a percentage of your total investment—for example, if you invest $10,000 in a fund with an expense ratio of .20%, you’ll pay $20 on top of your investment. 

33. Futures

A future is a contract that requires a buyer to purchase a specific asset, and the seller to sell that asset at a certain future date at an agreed-upon price. Futures are a way for investors to hedge current investments—a risk management strategy intended to offset potential losses in other investments.

34. Going Long

Going long refers to the act of buying stock shares with the expectation that the asset’s price will rise, resulting in a profit. 

35. Going Short

Going short —the opposite of going long—refers to the act of selling stock shares with the expectation that the asset’s price will fall. When an investor goes short on an asset, they borrow that asset, sell it, and hopefully purchase it later at a lower price if the price does decline, resulting in profit. 

36. Growth and Income Funds

This is a type of mutual fund or ETF that has both a history of capital gains (growth) and income generated from dividends (income). Growth and income funds have a two-sided strategy of both long-term growth and short-term income. 

37. Growth Stocks

A growth stock is a common stock of a company whose revenues are expected to grow at a significantly higher rate than what’s average for that industry. 

38. Head and Shoulders Pattern

The head and shoulders pattern refers to a specific chart formation seen on a technical analysis chart. It appears when a stock price reaches three peaks: when the price peaks then declines; rises above that peak and declines again; and rises a third time (but not as high as the second peak) and then declines again. The second peak represents the formation’s “head,” and the first and third peaks represent the “shoulders.” It’s generally considered to be an indicator of an impending bear market. 

 39. Index Funds

Index funds are investment funds that follow the performance of a specific benchmark or stock market index, like the S&P 500. When you invest in an index fund , your money is used to invest in every company in that index. This results in a more diverse portfolio than if you were hand-selecting individual stocks, for example. 

40. Inflation

Inflation is the rate of increase in prices for goods and services in the economy. 

41. Initial Public Offering (IPO)

An IPO refers to a previously private company that becomes public by selling stock 

shares on the stock market. 

42. Limit Order

A limit order is an order to buy or sell a stock at or below a specific price. Limit orders give traders control over how much they pay. 

43. Liquidity 

Liquidity measures how quickly and easily a stock can be bought or sold without impacting its price. Cash, for example, is the most liquid asset—no exchange is necessary to gain value from it, and it’s already in its most liquid form. On the other hand, a car is less liquid—regardless of its value, you might have to wait to sell it at its best price. 

Sometimes referred to as “buying on margin,” margin is when investors borrow money from a broker to purchase a stock, similar to a loan. 

45. Market Index

A market index tracks the performance of a certain collection of stocks, often grouped to represent a certain industry. They’re a tool for investors to gauge the health of the stock market by comparing current and past stock prices.

46. Market Volatility

Market volatility is a measure of how much and how often the value of the stock market fluctuates. 

47. Moving Average

A moving average is the average price of stocks or other assets over a specific period of time. Generally used in technical analysis charts, it’s calculated by averaging data from the previous time periods to help investors identify the current direction of price trends.

48. Mutual Funds

Mutual funds are pools of investments from shareholders used to “mutually” buy securities like stocks, bonds, and other assets. 

Nasdaq, or National Association of Securities Dealers Automated Quotations, is an electronic exchange where investors can buy and sell stocks through an automated network of computers. It’s the second-largest stock exchange in the world, following the NYSE.  

More broadly, Nasdaq can also refer to the Nasdaq Composite Index, a stock market index of over 3,300 companies listed on the Nasdaq exchange. In this context, it can be thought of similarly to other indexes like the DJIA or the S&P 500.

50. Non-Fungible Token (NFT)

A non-fungible token, more commonly known as an NFT, is a blockchain-based financial security. Each NFT represents a unique digital asset. “Non-fungible” indicates that it can’t be replicated or replaced with something else. 

51. Order Imbalance

An order imbalance occurs when orders of one type of stock aren’t offset by opposite orders, resulting in an excess of orders for that specific stock and sometimes volatile price changes. 

52. OTC Stocks

OTC stocks , or over-the-counter stocks, are securities that are traded on a broker-dealer network instead of on a major U.S. stock exchange. They’re often used by smaller companies who don’t meet the requirements to be listed on a formal stock exchange.

53. Outstanding Shares

Outstanding shares refers to the total number of a company’s shares that have been issued to shareholders, including restricted shares. 

54. P/E Ratio

Used to value a company, the P/E ratio , or price-earnings ratio, is the ratio of a company’s share price to the company’s earnings per share. 

55. Preferred Stock

Preferred stock is a type of stock that combines characteristics of both common stock and bonds. Owners of preferred stock receive different rights than common stockholders , like receiving dividends before common stockholders, but they generally don’t come with corporate voting rights like common stocks do. 

56. Price Quote

A price quote is the price of a stock or other security as quoted on an exchange. Price quotes usually come with important supplemental information to help traders make more informed investment decisions. 

57. Profit Margin

Profit margins are used to gauge the profitability of a company. It’s expressed as a percentage and is calculated by dividing the company’s net profit (total revenue minus total expenses) by total revenue. 

58. Recession

A recession is defined as a period of decline in economic performance throughout the economy, generally lasting for at least several months. 

59. Risk Tolerance

Risk tolerance is a measure of the level of risk you’re willing to accept on your investments. Someone with a lower risk tolerance typically sees lower returns on their investments in exchange for lower overall risk in periods of market decline. 

60. Roth IRA

A Roth IRA is an individual retirement account that allows you to contribute after-tax dollars, allowing your earnings to grow and be withdrawn tax-free. 

The stock market includes shares from thousands of different companies, which are broken into 11 different sectors . A sector is a group of companies with similar business products, services, or characteristics. 

Shares are units of ownership in part of a company’s total stock . 

63. Stock Market Holidays

While this isn’t necessarily a term or definition, it’s important to know what days you can and can’t buy or sell on the U.S. stock exchange. The U.S. stock market observes 10 holidays a year, closing on those days. In 2023, the observed holidays are New Years Day, Martin Luther King Jr. Day, President’s Day, Good Friday, Memorial Day, Juneteenth National Independence Day, Independence Day, Labor Day, Thanksgiving, and Christmas.

64. Stock Option

A stock option is a contract that gives an investor the right to purchase or sell a specific number of stock shares at a predetermined price within a specified time period. 

65. Stock Portfolio

A stock portfolio is an individual’s collection of investments, including stocks, bonds, mutual funds, and other financial assets. While a portfolio refers to all of your investments, they might not be contained in one single account. 

66. Stock Split

A stock split occurs when a corporation increases the number of its outstanding shares by distributing more shares to current stockholders. By splitting existing shares into multiple new shares, the stock becomes more affordable. 

67. Time Horizon

Time horizon refers to the period of time an investor expects to hold an investment, which will vary based on personal investment goals and strategies. For example, investing in a retirement account like a 401(k) has a longer time horizon, since the funds won’t be withdrawn until you reach retirement age. Generally speaking, longer time horizons correlate to more risk potential in a portfolio, and shorter time horizons correlate to a more conservative (less risky) portfolio. 

68. Value Stocks

Value stocks are shares of companies selling at bargain prices that investors expect to rise because the company’s financial fundamentals suggest the shares are actually worth more than the current value.

Volume is a measure of how much a certain stock or other investment has been traded over a certain period of time. Volume is a critical component of strategically analyzing stock market trends, and is often used to determine market strength.  

70. Volume-Weighted Average Price (VWAP)

Volume-weighted average price (VWAP) is a measure of the average trading price of a stock or other asset, adjusted for volume. It’s calculated by dividing the total dollar value of trading in that asset by the volume of trades. 

Yield refers to the income earned on an investment over a set period of time, expressed as a percentage of your original investment. 

72. 52-week Range

The 52-week range is a technical indicator that measures the lowest and highest price of a stock traded during a 52-week period. Traders use this measure to analyze current stock prices and predict its future movements. 

Learning to navigate the stock market and stock trade terms for the first time might feel daunting, but consider this your official first step on the path to developing your investing muscles. When you come across a term you’re unfamiliar with in your own research, refer back to this post until you’ve mastered them. You’ll find that learning these stock terms for beginners is more doable than you think. 

The more time you invest in learning stock market terms and fundamentals, the more confident you’ll become as an investor. And if you’re looking for a little more support, consider turning to a platform like Stash . We make it easy to invest what you can afford on a set schedule, all the while providing unlimited financial education and personalized advice based on your risk level—so you can start building long-term wealth , even if you’ve never invested before. 

Investing made easy.

Start today with any dollar amount.

FAQs About Stock Market Terms 

Have more questions about stock market terms? We have answers.

Why Should You Know Stock Market Terms? 

Establishing a working knowledge of stock market terms forms the foundation for the rest of your investment journey. It’s the gateway to crafting a strategic market approach, understanding different trading strategies, and making sense of market fluctuations that will inform your future trading decisions. 

How Do You Buy Stocks? 

Before investing a dollar, get clear on your investment goals—this informs everything from your investment timeline to the specific investments you’ll choose. From there, the process of buying your first shares of stock is surprisingly easy:

• Open a brokerage account
• Research what stocks you want to buy
• Determine how much you can afford to invest 
• Purchase your first share
• Maximize returns with a buy and hold strategy

What Are the Most Used Stock Market Terms?

The most used stock market terms include bear market, bull market, dividend, ask, bid, and blue-chip stocks. 

All episodes are available now. You can listen to Teach Me How to Money right here on our site, and via the podcast apps below.

Related Articles

How To Diversify Investments: A Beginner’s Guide for 2024

What Is a Robo-Adivsor?

The Beginner’s Guide to Automated Investing

The 12 Largest Cannabis Companies in 2024

What Is a Good P/E Ratio? A Beginner’s Guide

The Best Personal Finance Books on Money Skills, Investing, and Creating Your Best Life for 2024

Invest in yourself.

By using this website you agree to our Terms of Use and Privacy Policy . To begin investing on Stash, you must be approved from an account verification perspective and open a brokerage account.

Welcome to Stash101, our free financial education platform. Stash101 is not an investment adviser and is distinct from Stash RIA. Nothing here is considered investment advice.

Numbers, Facts and Trends Shaping Your World

Read our research on:

Full Topic List

Regions & Countries

• Publications
• Our Methods
• Short Reads
• Tools & Resources

Read Our Research On:

How the American middle class has changed in the past five decades

The middle class, once the economic stratum of a clear majority of American adults, has steadily contracted in the past five decades. The share of adults who live in middle-class households fell from 61% in 1971 to 50% in 2021, according to a new Pew Research Center analysis of government data.

From 2020: Are you in the American middle class? Find out with our income calculator

The shrinking of the middle class has been accompanied by an increase in the share of adults in the upper-income tier – from 14% in 1971 to 21% in 2021 – as well as an increase in the share who are in the lower-income tier, from 25% to 29%. These changes have occurred gradually, as the share of adults in the middle class decreased in each decade from 1971 to 2011, but then held steady through 2021.

The analysis below presents seven facts about how the economic status of the U.S. middle class and that of America’s major demographic groups have changed since 1971. A related analysis examines the impact of the coronavirus pandemic on the financial well-being of households in the lower-, middle- and upper-income tiers, with comparisons to the Great Recession era. (In the source data for both analyses, demographic figures refer to the 1971-2021 period, while income figures refer to the 1970-2020 period. Thus, the shares of adults in an income tier are based on their household incomes in the previous year.)

This report analyzes data from the Annual Social and Economic Supplements (ASEC) of the Current Population Survey (CPS) to study how the economic status of the American middle class has changed since 1971. It also examines the movement of demographic groups in and out of the American middle class and across lower- and upper-income tiers from 1971 to 2021.

The CPS is the U.S. government’s official source for monthly estimates of unemployment ; the ASEC, conducted in March each year, is the official source for its estimates of income and poverty . The COVID-19 outbreak has affected data collection efforts by the U.S. government in its surveys, limiting in-person data collection and affecting the response rate. It is possible that some measures of economic outcomes and how they vary across demographic groups are affected by these changes in data collection. This report makes use of updated weights released by the Census Bureau to correct for nonresponse in 2019, 2020 and 2021.

In this analysis, “middle-income” adults in 2021 are those with an annual household income that was two-thirds to double the national median income in 2020, after incomes have been adjusted for household size, or about $52,000 to $156,000 annually in 2020 dollars for a household of three. “Lower-income” adults have household incomes less than $52,000 and “upper-income” adults have household incomes greater than $156,000.

The income it takes to be middle income varies by household size, with smaller households requiring less to support the same lifestyle as larger households. The boundaries of the income tiers also vary across years with changes in the national median income. Read the methodology for more details.

The terms “middle income” and “middle class” are used interchangeably in this analysis for the sake of exposition. But being middle class can refer to more than just income, be it the level of education, the type of profession, economic security, home ownership, or one’s social and political values. Class also could simply be a matter of self-identification.

Household incomes have risen considerably since 1970, but those of middle-class households have not climbed nearly as much as those of upper-income households. The median income of middle-class households in 2020 was 50% greater than in 1970 ($90,131 vs. $59,934), as measured in 2020 dollars. These gains were realized slowly, but for the most part steadily, with the exception of the period from 2000 to 2010, the so-called “ lost decade ,” when incomes fell across the board.

The median income for lower-income households grew more slowly than that of middle-class households, increasing from $20,604 in 1970 to $29,963 in 2020, or 45%.

The rise in income from 1970 to 2020 was steepest for upper-income households. Their median income increased 69% during that timespan, from $130,008 to $219,572.

As a result of these changes, the gap in the incomes of upper-income and other households also increased. In 2020, the median income of upper-income households was 7.3 times that of lower-income households, up from 6.3 in 1970. The median income of upper-income households was 2.4 times that of middle-income households in 2020, up from 2.2 in 1970.

The share of aggregate U.S. household income held by the middle class has fallen steadily since 1970. The widening of the income gap and the shrinking of the middle class has led to a steady decrease in the share of U.S. aggregate income held by middle-class households. In 1970, adults in middle-income households accounted for 62% of aggregate income, a share that fell to 42% in 2020.

Meanwhile, the share of aggregate income accounted for by upper-income households has increased steadily, from 29% in 1970 to 50% in 2020. Part of this increase reflects the rising share of adults who are in the upper-income tier.

The share of U.S. aggregate income held by lower-income households edged down from 10% to 8% over these five decades, even though the proportion of adults living in lower-income households increased over this period.

Older Americans and Black adults made the greatest progress up the income ladder from 1971 to 2021. Among adults overall, the share who were in the upper-income tier increased from 14% in 1971 to 21% in 2021, or by 7 percentage points. Meanwhile, the share in the lower-income tier increased from 25% to 29%, or by 4 points. On balance, this represented a net gain of 3 percentage points in income status for all adults.

Those ages 65 and older made the most notable progress up the income ladder from 1971 to 2021. They increased their share in the upper-income tier while reducing their share in the lower-income tier, resulting in a net gain of 25 points. Progress among adults 65 and older was likely driven by an increase in labor force participation , rising educational levels and by the role of Social Security payments in reducing poverty.

Black adults, as well as married men and women, were also among the biggest gainers from 1971 to 2021, with net increases ranging from 12 to 14 percentage points.

On the other hand, not having at least a bachelor’s degree resulted in a notable degree of economic regression over this period. Adults with a high school diploma or less education, as well as those with some college experience but no degree, saw sizable increases in their shares in the lower-income tier in the past five decades. Although no single group of adults by education category moved up the income ladder from 1971 to 2021, adults overall realized gains by boosting their education levels . The share of adults 25 and older who had completed at least four years of college stood at 38% in 2021, compared with only 11% in 1971.

Progress up the income ladder for a demographic group does not necessarily signal its economic status in comparison with other groups at a given point in time. For example, in 2021, adults ages 65 and older and Black adults were still more likely than many other groups to be lower income, and less likely to be middle or upper income.

Married adults and those in multi-earner households made more progress up the income ladder from 1971 to 2021 than their immediate counterparts. Generally, partnered adults have better outcomes on a range of economic outcomes than the unpartnered. One reason is that marriage is increasingly linked to educational attainment , which bears fruit in terms of higher incomes.

Married men and women were distributed across the income tiers identically to each other in both 1971 and 2021. Both groups nearly doubled their shares in the upper-income tier in the past five decades, from 14% in 1971 to 27% in 2021. And neither group experienced an increase in the share in the lower-income tier.

Unmarried men and women were much more likely than their married counterparts to be in the lower-income tier in 2021. And unmarried men, in particular, experienced a sizable increase in their share in the lower-income tier from 1971 t0 2021 and a similarly large decrease in their share in the middle-income tier. Nonetheless, unmarried men are less likely than unmarried women to be lower income and more likely to be middle income.

Adults in households with more than one earner fare much better economically than adults in households with only one earner. In 2021, some 20% of adults in multi-earner households were in the lower-income tier, compared with 53% of adults in single-earner households. Also, adults in multi-earner households were more than twice as likely as adults in single-earner households to be in the upper-income tier in 2021. In the long haul, adults in single-earner households are among the groups who slid down the income ladder the most from 1971 to 2021.

Despite progress, Black and Hispanic adults trail behind other groups in their economic status. Although Black adults made some of the biggest strides up the income tiers from 1971 to 2021, they, along with Hispanic adults, are more likely to be in the lower-income tier than are White or Asian adults. About 40% of both Black and Hispanic adults were lower income in 2021, compared with 24% of White adults and 22% of Asian adults.

Black adults are the only major racial and ethnic group that did not experience a decrease in its middle-class share, which stood at 47% in 2021, about the same as in 1971. White adults are the only group in which more than half (52%) lived in middle-class households in 2021, albeit after declining from 63% in 1971. At the top end, only about one-in-ten Black and Hispanic adults were upper income in 2021, compared with one-in-four or more White and Asian adults.

The relative economic status of men and women has changed little from 1971 to 2021. Both experienced similar percentage point increases in the shares in the lower- and upper-income tiers, and both saw double-digit decreases in the shares who are middle class. Women remained more likely than men to live in lower-income households in 2021 (31% vs. 26%).

Adults 65 and older continue to lag economically, despite decades of progress. The share of adults ages 65 and older in the lower-income tier fell from 54% in 1971 to 37% in 2021. Their share in the middle class rose from 39% to 47% and their share in the upper-income tier increased from 7% to 16%. However, adults 65 and older are the only age group in which more than one-in-three adults are in lower-income households, and they are much less likely than adults ages 30 to 44 – as well as those ages 45 to 64 – to be in the upper-income tier.

All other age groups experienced an increase in the shares who are lower income from 1971 to 2021, as well as a decrease in the shares who are middle income. But they also saw increases in the shares who are upper income. Among adults ages 30 to 44, for instance, the share in upper-income households almost doubled, from 12% in 1971 to 21% in 2021.

There is a sizable and growing income gap between adults with a bachelor’s degree and those with lower levels of education. In 2021, about four-in-ten adults with at least a bachelor’s degree (39%) were in the upper-income tier, compared with 16% or less among those without a bachelor’s degree. The share of adults in the upper-income tier with at least a bachelor’s degree edged up from 1971 to 2021, while the share without a bachelor’s degree either edged down or held constant.

About half or a little more of adults with either some college education or a high school diploma only were in the middle class in 2021. But these two groups, along with those with less than a high school education, experienced notable drops in their middle class shares from 1971 to 2021 – and notable increases in the shares in the lower-income tier. In 2021, about four-in-ten adults with only a high school diploma or its equivalent (39%) were in the lower-income tier, about double the share in 1971.

Note: Here is the methodology for this analysis.

• Economic Inequality
• Income & Wages
• Middle Class

1 in 10: Redefining the Asian American Dream (Short Film)

The hardships and dreams of asian americans living in poverty, a booming u.s. stock market doesn’t benefit all racial and ethnic groups equally, black americans’ views on success in the u.s., wealth surged in the pandemic, but debt endures for poorer black and hispanic families, most popular.

1615 L St. NW, Suite 800 Washington, DC 20036 USA (+1) 202-419-4300 | Main (+1) 202-857-8562 | Fax (+1) 202-419-4372 |  Media Inquiries

Research Topics

• Age & Generations
• Coronavirus (COVID-19)
• Economy & Work
• Family & Relationships
• Gender & LGBTQ
• Immigration & Migration
• International Affairs
• Internet & Technology
• Methodological Research
• News Habits & Media
• Non-U.S. Governments
• Other Topics
• Politics & Policy
• Race & Ethnicity
• Email Newsletters

ABOUT PEW RESEARCH CENTER  Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping the world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research. Pew Research Center does not take policy positions. It is a subsidiary of  The Pew Charitable Trusts .

Copyright 2024 Pew Research Center

Terms & Conditions

Privacy Policy

Cookie Settings

Reprints, Permissions & Use Policy