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Marketing & Consumer Research

Market Research 

Market research is the process of gathering information about the buyers, target audience, and customers of a business to determine how successful its products or services would be among these people. Market research tells the businesses what is trending in their industry, what their target audience and customers want and need out of their products and services, and what is influencing their decisions to convert and buy. Market research also allows a company to discover the target market and get opinions and other feedback from consumers about their interest in the products or services.

Note: There are two types of market research: primary research and secondary research.

Primary market research involves collecting data from consumers such as conducting surveys or focus groups. The research should be targeted and is time-consuming and expensive.

Secondary market research involves using data that has already been collected such as statistics or market research reports. Therefore, sometimes, you can not find the exact type of information you want from secondary sources.

Market Research

To access market research:

  • go to the Library page. Click on "Databases" under the basic search box". It will take you to the A-Z Databases List
  • click on "B", and scroll down to "Business Market Research Collection"
  • go to "Advanced Search", and type your market keywords within the search box
  • mark "Full text" box, and select the "Publication date" 
  • scroll down the page to "Document type", and select "Market Research" 
  • scroll up the page and hit the "search" button to the right

Note: You can refine your search results by "Location" using the column to the left side of the result page.

Example: Real estate market

 

Business Market Research Collection homepage

 

Advanced search in Business Market Research Collection

 

Market Research

Watch this video to learn how to find Market Research in Plunkett Research Online.

To find information on consumer behavior: 

  • go to the Library page. Click on "Databases" under the basic search box". It will take you to the A-Z Databases list
  • click on "S", and scroll down to "Statista"
  • go to "Reports" on top of the page, and click on "Consumer Reports"
  • type your search keywords within the search box, and hit " Search". You can also use the column to the left to refine your search results
  • click on "Consumers" under the title of the report to access the consumer report
  • scroll down the page to go to the "Consumer Behavior" chapter under "Table of Contents"
  • the report will give you data on consumer insights and preferences in your searching market

Note: You have the option of downloading the report in two formats, PDF and PowerPoint (PPT).

Example: Sporting goods in the United States

 

Statista homepage

 

Statista Consumers

 

Statista Consumer Behavior