Skip to Main Content
It looks like you're using Internet Explorer 11 or older. This website works best with modern browsers such as the latest versions of Chrome, Firefox, Safari, and Edge. If you continue with this browser, you may see unexpected results.


Information for Marketing Resources

Market Research for MKTG 301

Market research involves finding and analyzing information around industries and consumers related to a particular company, product or service.  

For example, MoviePass is a relatively new company that sells movie theater subscription passes for $10 a month. This means you can see as many movies as you want in a month (limit to one movie in a 24 hour period) but only pay $10 total.

To research the market for this, start brainstorming questions and keywords:


  • What industry or industries is my product or service in? 
  • What problems are facing this industry? What problem does this product solve?
  • What are the opportunities my product can take advantage of? What are the threats?
  • Who is the target market for this product?
  • What data do we know about consumers?
  • What is the direct and indirect competition?

Keywords: (for the MoviePass example): Movie theaters, subscription services... what are some other broader, narrower, or related terms you could use?

Some answers might require primary research: You collecting your own data through surveys, interviews, observations, and other research methods.

The library provides access to secondary research: Use the library databases to find reports and studies with analysis that you then apply to your particular product or service. 

IBIS World database


  • If your product or service fits multiple industries, try a few different searches to find all the reports you need.
  • If you are unsure what industry your product or service fits in, use a similar, well-known company as a search term. Many times it will pull up the related industry report. 
  • Look at the industry performance tab in a report: What are the external drivers? Are these positive or negative for your product?
  • Look at the industry outlook tab: What is one trend happening in the industry? How does this impact your product?

Mintel Market Reports Database


  • Try searching with broad terms for reports. Narrower terms will bring back smaller report sections.
  • Look at the consumer tab in a report: What is one insight or trend about consumers in your industry? How might this impact who you target?
  • Look at the brand/company tab in a report: What’s working or struggling? Is this positive or negative for your product? What kind of competition is there for your product?

Business Source Premier Database


  • Try different search terms: Add keywords to describe your product or service
  • Use the company profiles tab at the top to look at reports about select companies.
  • To see a SWOT analysis of select companies, look for them in the company profiles, or do a keyword search on the main page with the company name and SWOT
  • Use date filters to find more recent information