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The eMarketer Methodology: Making Sense of the Numbers
Methodology Whitepaper Methodology
Revised Feb 2006
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eMarketer's approach to market research is founded on a philosophy of aggregating data from as many different sources as possible. Why? Because there is no such thing as a perfect research study and no single research source can have all the answers.

Moreover, a careful evaluation and weighting of multiple sources will inevitably yield a more accurate picture than any single source can provide.

eMarketer's Unique Approach
The Business Need for Numbers
The Problem of Conflicting Numbers
How eMarketer Makes Its Own Projections
Projections, Benchmarking & Accountability
Building Data Models

eMarketer's Unique Approach
There is no such thing as a perfect research study. No single source can ever have all the latest available data on a given topic. No research company can consistently achieve accuracy in all areas all the time.

This is why eMarketer’s research methodology is founded on a simple philosophy: an accurate and reliable statistical picture can only be painted by aggregating and analyzing data from as many different sources as possible.

Moreover, history and statistical theory confirm that a careful evaluation and weighting of multiple sources inevitably yields a more accurate analysis than a single source ever could.

Unlike many other market research providers, eMarketer has no data-gathering technique to defend nor do we rely on a single survey population or respondent base. We look at all of the relevant data on a given topic and provide a perspective that is based on the collective wisdom of multiple and diverse research sources, as well as on our objective expertise and experience.

US Online Advertising Spending Chart

eMarketer provides clients with a wide variety of critical market estimates and projections, including, but not limited to, the following:
  • Number and penetration of internet users, by region and country
  • Broadband users, households and penetration, by region and country
  • Mobile internet users, by region and country
  • Online advertising spending, including totals and individual components such as search, display ads, rich media, video, etc.
  • Spending on mobile marketing and advertising
  • B2C ecommerce sales, by region and country
  • Number and penetration of online shoppers and buyers
  • PVR,VOD, HDTV and IPTV households and penetration
  • Digital TV, by region and country
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