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MKTG 550 Marketing Strategy: Market & Industry Research

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Address

This Guide's Direct Link: http://infoguides.rit.edu/mktg550

Questions: jennifer.freer@rit.edu

Zoom or telephone appointments: rit.libcal.com/appointments/business

Your Strategy

You can start your research in any order that works for you. Over the years I have found this order works well. By starting with marker research you are ruling in that there is a relatively current report that has almost all the info you need in one place. Now that is nice when it happens but unfortunately not every product or service gets great coverage. It is always possible that your topic has little to no coverage.

MARKET RESEARCH

NEWS ARTICLES

TRADE ASSOCIATIONS

Do Google Searches along the line of beverage trade associations. Most trade associations are trying to gather info for their members but they might make some info free. Look at news releases, reports or research sections. They may or may not use this language but be creative and patient in searching and browsing the sites. Try Google SITE searches like this: site:www.ameribev.org/ forecast

DEMOGRAPHICS

COMPETITORS & COMPANY INFO

Market Research Overview

The library subscribes to a few of the premium resources available for market research. You must access them through library links. A few things to keep in mind:

  • Is my product/service for the consumer (b2c) or for a business (b2b)? This will help you know which databases might have info.
  • Is my product/service sold in the U.S. only or in other countries? This will help you know which databases might have info.
  • It is possible your industry/product/service has little or even no coverage in the resources you have access to. Always check the amount of information available to you before choosing your topic so you know what to expect.

Note that different market research resources offered through the library cover different audiences and different geographies. For b2c use Mintel and Passport  and the databases listed for b2b. For b2b use Technavio and Marketline (in EMIS), NetAdvantage, Investext and First Research.

Market research is extremely expensive because of the expertise and time that goes into gathering, analyzing and presenting information. We buy access to a lot of research but not everything. You will discover on the web many other resources we cannot afford which is exactly the same situation that happens when running a business.

Market & Industry Research

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