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MGTO 70640 & 70641 — Strategic Communication (Zimmer)

Market Research

The following resources are good for conducting market research. They may supply the information needed for the following sections of the "Situational Analysis":

9) Prime Client/ Customer? Potential Markets


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Market research reports that cover a range of consumer product categories from "Beauty and Personal" to "Finance" to "Multicultural America."  Report sections include data about the market, the consumer, and brands/companies. 

Example reports:

  • Online Grocery Retailing - US - June 2019   
  • Marketing Financial Services to Women   
  • Home Improvement and Maintenance - US - October 2018
  • Digital Advertising - US - August 2019 
  • Restaurant Decision Making Process Academic

Provides thousands of full-text market research reports.  Content areas include "Consumer Goods (Consumer Goods & Retailing, Travel & Leisure)," "Demographic," "Food & Beverage (Agriculture, Beverages, Food, Foodservice & Hospitality)," and others. 

Example reports:

  • Digital Payments in the U.S.: Consumer Usage, Wallets, and P2P - Packaged Facts
  • Bed & Bath Furnishings: United States - Freedonia Focus Reports
  • Affluent Consumers: Demographic Patterns and Spending Trends, 7th Edition - Packaged Facts
  • Chocolate Candy: U.S. Market Trends and Opportunities, 12th Edition - Packaged Facts

Passport (Euromonitor)

Market research reports on consumer products and industries worldwide.

Example reports:

  • Procter & Gamble Co, The in Tissue and Hygiene (World)  GLOBAL COMPANY PROFILE  |  27 DEC 2018
  • Johnson & Johnson Inc. in Eyewear (World)  GLOBAL COMPANY PROFILE  |  19 MAR 2019
  • Johnson & Johnson Inc. in Beauty and Personal Care (World)  GLOBAL COMPANY PROFILE  |  07 MAR 2019
  • Visa Inc in Consumer Finance (World)  GLOBAL COMPANY PROFILE  |  05 DEC 2016


Provides access to statistics and studies gathered by market researchers, trade organizations, scientific publications, and government sources on over 600 industries.