Marketing

Overview

• Market Research can be divided into two categories: 
  • Secondary Market Research includes published research generally gathered by market research companies or trade associations. The information is presented in a report that provides insights into key market topics.
  • Primary Market Research is original research generally gathered through interviews, surveys, or observations to determine specific consumer interests and preferences.
• Market research reports are a form of secondary market research that deliver competitive intelligence.
  • They give 20-250-page overviews with key trends and statistics, market forces, top companies, and more. 
  • They are secondary market research, packaged forms of primary market research generally gathered through interviews or surveys.
  • They cost between $500-$10,000 on the web but Purdue Libraries subscribe to market research report databases.
  • They are similar to industry reports that are typically wider in scope and focus on competitors within an industry.
• Consumer research resources give insight about demographics and psychographics (like attitudes, behaviors, interests, and values).
  • They focus to different extents on demographics and psychographics.
  • They are powerful but can be more challenging to use.
• Advertising promotes and sells to customers, where marketing identifies customers and their needs.

Pro Tips

• Market research: Can't locate a report or information for a specialty market?
  • Think about a broader market.
  • Consider related or substitute markets.
  • Experiment with different keyword searches.
  • Explore even broader industries.
• Market research: Which report database should I use?
  • All of them: the market research report databases at Purdue have different topic strengths but can be quickly searched.
• Market research: Many specialty markets have their own trade or industry association that offer professional insights and data.
  • Use the Gale Directory Library to find trade or industry associations like the Game Manufacturers Association.
  • Search for industry and trade association websites like the Organic Farmers Association. 
  • Industry and trade association publications include newsletters, reports, and blogs that can give valuable analysis or news.
• Consumer research: Government agencies can yield data on demographics and more.
• Contact Purdue's Parrish Library if you need help with a resource.