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Advertising and Marketing

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

Top Three Sources for Consumer Insights & Product Performance

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Passport GMID logo

Consumer Demographics

Company Histories in Databases

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


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