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BUS M303 Marketing Research

Instructors: Banks, Quinn

Getting Started

The resource recommendations and research strategies below will assist you in putting together a picture of the market (competitors, trends, consumers) in which your company operates so that you can formulate a plan to benefit the business. 

Local Market Research:

Researching local companies, competitors, and markets can be challenging due to a lack of available information. Small amounts of information will be available in local newspapers, reports, and databases. You will then need to supplement this with more general information from proxy companies (larger, more established companies in the same industry or market) and the United States market.

A thorough investigation of a market will require using a variety of information sources packaged in different formats, including:​

  • Articles (trade & news)
  • Association websites
  • Company documents
  • Competitor profiles
  • Consumer demographics and analysis
  • Industry and market reports

You will need to access these sources using a variety of tools and platforms (not just Google), and synthesize information found across them to address your research questions. 

Resources & Research Strategies

  LOCAL COMPETITORS:
  INDUSTRY DATA & TRENDS:
  CONSUMER/MARKET:

Citation

When producing written reports or giving oral presentations, cite the following:

  • "Facts, figures, ideas, or other information that is not common knowledge.
  • Ideas, words, theories, or exact language that another person used in other publications.
  • Publications that must be cited include:  books, book chapters, articles, web pages, theses, etc." (MIT, n.d., para. 3)  

The Business/SPEA Citation Guide provides examples of how to cite information from business databases in both APA and MLA citation style.

If you have questions about the resources or strategies in this guide or need further assistance, contact the Business/SPEA Information Commons, schedule a consultation, or use the chat box in this guide.