MGMT 423 New Product Development

Course Resources

• Market Research Reports
  • Analyst overviews that include market trends, market forces, market sizing, top companies, and more.
  • Sometimes referred to as industry research reports; the terms are largely interchangeable.
  • The general term is secondary market research.
  • Expensive: They cost $500-$10,000 per report on the Web.
    • But you can typically get a summary via a search engine or AI (the latter is scraped summary content).
    • They are to a limited extend bundled in premium AI subscription tiers.
  • Free for Purdue users via Parrish Library links like on this course guide.
• Consumer Research Resources
  • Insights about 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.
    • The interfaces vary wildly.
• Competitor Research Resources
  • Insights about public and private companies.
  • Pro tip: look up a company by name to obtain a list of their competitors.
  • It is much easier to obtain public company information than private company information due to different disclosure requirements.
• Advertising Resources
  • Advertising = promoting and selling to customers, where marketing identifies customers and their needs.
  • Purdue resources are limited, reflecting the campus advertising curriculum.