LibGuides: Advertising and Marketing: Market Research

What is Market Research?

Definition: The process of gathering, analyzing and interpreting information about a market, about a product or service to be offered for sale in that market, and about the past, present and potential customers for the product or service; research into the characteristics, spending habits, location and needs of your business's target market, the industry as a whole, and the particular competitors you face .

Staff, E. (n.d.). Market Research. Retrieved April 28, 2015, from http://www.entrepreneur.com/encyclopedia/market-research

Consumer and Market Insights

Simply Analytics Research Guide
FIT Library Research Guide providing information about how to access Simply Analytics through the New York Public Library. This database is a possible alternative to Demographics Now, which has been discontinued.
eMarketer
Provides data, statistics, insights, and perspectives for marketing in a digital world.
Mintel Reports
Original market research on product categories, consumer groups, and general trends. Mostly US and Europe-focused.
To receive email alerts, click on account settings in the top right, go to “My account and meet the team,” and then click on the "Update your details" button to enter your FIT email address.
MRI-Simmons Insights
A profiling system to gain insights and to understand consumer’s media and product usage.
Access is limited to ten (10) concurrent users.
Use an incognito browser to access this resource.
Passport (Euromonitor)
Provides international market intelligence, including economic statistics, on industries, countries, and consumers.
Statista
A resource for global market and consumer data and statistics.
WGSN Insight
Consumer, marketing, retail, and innovation trends.
Students must create an account and re-activate their account every 90 days: click to create or re-activate account.
Locked out of your account for too many incorrect login attempts? Reset your password here.
To access WGSN Insight:
- login via the proxy and then with your WGSN username and password select the part of the site you wish to use from the top menu
Use an incognito browser to access this resource.

Company Histories in Databases

Screen shot of Hoovers database main page Business Insights Essentials

Databases on the FIT Library Web Site: (current FIT username/password required)

Gale Business: Insights
Use Advanced Search to enter "International Directory of Company Histories" OR "Notable Corporate Chronologies " as "publication name" , along with the company name
Business Source Complete - Business Searching Interface
Company profiles available form a variety of sources including Marketline
Hoover's Online
Hoover’s, a subsidiary of The Dun and Bradstreet Corporation (D&B), offers proprietary business information Hoover's provides data on more than 85 million corporations, 100 million people, and 1,000 industries.
Firefox Private and Google Chrome Incognito are supported browsers.
Plunkett Research Online
Industry market research covering:
Advertising & Branding, Apparel, Textiles & Fashions, Consumer Products & Services, E-Commerce & Internet,Entertainment, Publishing & Media, Games, Apps & Social Media, Green Technology, and Retail. Also some company profiles for "major companies and mid-size firms" in those industries.

OneSearch

Search for books, ebooks, articles, and more