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Find Market Research

What is market research?

  • As an essential element of business strategy, market research is the organization of information on consumers (i.e. target market) and their impact on consumerism.
  • Although the terminology is often conflated, there is a distinction between:
    • Marketing research, which is about marketing processes.
    • Market research, which is about markets and competition.
  • Market research is useful because it:
    • Allows for understanding of market conditions for an industry or product.
    • Provided support for decisions such as advertisement location and format, packaging, pricing and more.
    • Determines performance in areas such as brand awareness and customer satisfaction.

How do I find market research?

  • First determine what type of information you are searching for.
  • Ask yourself:
    • Do I need to know about the broad market for a product or for an industry?
    • Would I like to know about the competitors and alternative products?
    • Are the general business conditions likely to play a factor?
    • Do I need to know anything about the demographics and preferences of consumers?
  • Use key library databases and web-based sources to understand the factors that impact your company:
    • Find market or industry reports to get context about your company’s business context.
    • Find country reports to better understand the operating environment and legal regulations for your company.
    • Use consumer data from market intelligence and government data sources to determine the key characteristics of your target markets.
    • Search the news for information about products, customers and competitors.

What keywords should I use?

  • Audience profile
  • Audiences
  • Behavioral decision theory
  • Buying
  • Clients
  • Consumer attitudes
  • Consumer behavior
  • Consumer spending
  • Consumers
  • Customers
  • Demographics
  • Market segmentation
  • Market segments  
  • Product choice
  • Social conditions & trends
  • Target marketing
  • Target markets
  • User spending

Find market research

Resources to Help Find Business Information

Guide: Find company information Guide: Find Industry information Guide: Find SWOT

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