About Market Research

Creating business opportunities relies on knowledge of consumer needs and behavior and requires a systematic, analytic approach to gathering and using such data. Market research is the way to get information on consumers and economic trends that can lead to increased sales and profits.

Some things to consider:

• Long and short term trends that may affect the business
• Advantages and disadvantages of specific locations
• Consumer demand for a product or service
• Competitors in the product or industry
• Customer base
• Types of advertising necessary to reach the consumer base   

On the Web:      

Business Marketing Association  BMA claims to be the leading professional resource for business-to-business marketers and communicators. The site provides news and features, a buyers guide, education and development, and a resource library. Much of the information is available free but BMA members have access to additional resources.

HispanSource   HispanSource says it is "your one-stop source for information related to the U.S. Hispanic/Latino community. Use HispanSource to develop sound business plans, marketing plans, and sales strategies. Get the latest research, learn the latest trends, and get the information you need to "capture" this exciting and growing market."  Registration required to use the resources but it is free.  The source is recommended by Resource Shelf, an authoritative Website reviewer.      

KnowThis.com  This virtual marketing library of links was created by Dr. Paul Christ, Associate Professor in the Marketing Department of West Chester University of Pennsylvania.  Information for anyone involved in marketing, market research, advertising, selling, promotion, and other marketing-related areas.

MarketingPower.com  Web site of the American Marketing Association offers a wide array of information including research, case studies and best practices in marketing. Includes free guides from experts, job board, marketing tools, and more.

Greenbook: Guide for Buyers of Marketing Research Services  Arranged alphabetically by company name and by special cross-reference indexes. Over 400 research categories permit  listing companies to highlight marketing research services offered, audiences covered, and markets served. Companies provide coverage ranging from internet/online, advertising, brand and media research, to specialization in major industries such as financial, healthcare, retail, technology and telecommunications.  

Market Segment Resources  Provides links to resources about marketing to specific ethnic and demographic groups from Abbott Wool, a market research firm.

Wharton School of Business Marketing Department  Marketing resources, from ideas to research papers, from a leading business school.

In the Library:

Some standard industry resources for market research include:

• Industry Week (periodical)
  Manufacturing industry magazine that provides information in three broad management areas: trends and strategies, technology, and the issues impacting the manufacturing industry.
   
• RMA Annual Statement Studies
  Provides key industry ratios and benchmark data by industry.
   
• United States Statistical Abstracts
  U.S. statistics compiled from the Census. Search the index by the name of the industry (i.e. aerospace industry, electric light & power industry, etc.) for tables which include data on earnings, employees, industrial production, productivity, research and development, etc., for that industry.
   
• Value Line Investment Survey
  Provides page-length industry analyses by type of industry; information includes industry timeliness rating, recent news, & relative strength of industry.
   

Some standard demographic resources for market research include:

• American Demographics (magazine)
  Focuses on consumer trends and behavior, and locating prime prospects in terms of demographics, lifestyles, media preferences and purchasing behavior.
   
• California Cities, Towns, and Counties
  Provides basic data profiles for all municipalities & counties, including census data, number of registered voters, and other statistics.
   
• County and City Extra
  Statistical information for every state, county, metropolitan area, congressional district, and for all cities in the U.S. with a 2000 population of 25,000 or more.
   
• Lifestyle Market Analyst
  Provides market analysis of potential local, regional and national audiences; useful for identifying where certain consumers live and how they spend their money and free time.
   
• Places, Towns and Townships
  Data and statistics for all the nation's cities, towns, townships, villages, and census-designated places.
   
• Sales & Marketing Management (magazine)
  Aimed at executives in the sales and marketing field; reports on trends, strategies, research, experts, and case studies for sales, management, and marketing.
   
• Sourcebook of Zip Code Demographics
  Contains demographic and marketing data by zip code for every zip code in the U.S.
   
• Statistical Abstract of the United States
  Includes many demographic and population tables drawn from the U.S. Census. Search the index under "Population."

Some standard market-specific demographic resources include:

• Editor & Publisher Market Guide
  This guide provides market data for U.S. and Canadian daily newspaper cities, including population, principal cities, retail outlets, household income, and income per capita.
   
• Lifestyle Market Analyst
  Market Profiles include age, marital status, income, education, race, etc. Lifestyle Profiles are arranged by interest such as sports, reading, investments, etc. Consumer Segment Profiles analyze demographic data in Market Profiles and coordinate it with Lifestyle Data. This resource also includes a list of consumer magazines arranged by the lifestyle to which they appeal.

Some standard brand name resources include:

• Standard Directory of Advertisers (brand name index)

Many standard company directories such as Standard & Poor's or Dun & Bradstreet have SIC code indexes that are also useful in locating competitors.

Some standard advertising resources include:

• Standard Directory of Advertisers/Advertising
  Useful for locating competitors as well as agencies that produce successful ad campaigns.
   
• Standard Rate and Data Services (SRDS)
  Provides advertising rates for various media: consumer and business magazines, radio and television, newspapers and community publications, direct marketing lists. Useful for both advertising costs and market profiles.

When searching the online catalog, try using these keywords to find marketing-related titles: market research, marketing, marketing and selling, demographics, consumer behavior, advertising, success in business, business and psychological aspects, etc.

Direct Marketing

• Direct Marketing List Source (Standard Rate & Data Service) 
  Thousands of mailing lists arranged by category. Mailing list brokers, compilers, and managers. Domestic and international lists. Full information for each list including rates. Included additional direct marketing information such as guidelines for ethical business practice, glossary of list terms, glossary of computer terms, suppliers and services directory.
   
• The Direct Marketing Market Place  
  Lists marketers of products and services, service firms and suppliers, creative and consulting services, organizations and meetings. Listings include firm contact information and description of firm's product or service.
   
• Directory of Mail Order Catalogs 
  Companies listed by subject. Company and product indexes. Company listing includes contact information, price of catalog, printing information, number of employees, annual sales. 

Go to the Library catalog

On the Library Network:

• Business & Company Resource Center
  Search for news and articles on marketing. Suggested subject headings include: advertising research, consumer behavior, consumer preferences, feasibility studies, industrial research, market segmentation, market surveys, marketing, motivation research (marketing), new product failure, product development, values and lifestyles program.
   
• Infotrac OneFile
  Find additional articles on marketing using the keywords above. Infotrac OneFile is a large periodicals database containing the full text and citations for newspaper and magazine articles. Includes many marketing & advertising publications.
   
• Newsbank
  Find newspaper articles about marketing and direct marketing.
   
• Reference USA
  Search by location, business type, and numerous other criteria to locate possible competitors. This is an extensive database of small to large sized businesses in the United States.

Go to the Library's databases