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MARK 20100/BASC 20250/MDMK 20100 — Principles of Marketing (Heckel)

Market Research

The following resources are your best bets for in-depth market research content. We strongly recommend Mintel for any type of consumer-related information. Who's buying which brands of pizza? How often? What are the demographics? What influences customers' buying behavior? How have these trends changed over time? We also love Statista because it has useful content on just about any topic you can think of. The additional resources listed here round out the best bets.

The content may help with the following section of the Situational Analysis:

3) Microenvironment

  • Customers – Consumer/B2B



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:

  • State of Retail & eCommerce: Impact of COVID-19 One Year - US - 29 June 2021
  • Online Electronics Retailing - US - May 2021 
  • Home Office and Classroom Technology: Hardware & Services - US - 2021
  • COVID-19 Impact on Travel: One Year Later - US - 2021
  • Foodservice Coffee and Tea - US - 2021


Provides access to statistics and studies gathered by market researchers, trade organizations, scientific publications, and government sources on over 600 industries. There's something in here about everything!

  • Type SLOWLY and let the autocomplete help you find useful search terms and phrases
  • Look for the orange and red-icon reports, which contain multiple datasets
  • Follow up on the source listed to see if an external website offers more data, stats, info 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:

  • Consumer Automobile Entertainment Market Outlook and Forecasts 2020 – 2027 (July 2020)
  • Wearable Technology Market Outlook and Forecasts 2020 – 2027 (February 2020)
  • Amazon Strategies and the Amazon Shopper, 2nd Edition (October 2019)
  • Asset Tracking Market Outlook and Forecasts 2020 – 2027 (August 2020)


Market research reports on consumer products and industries worldwide. Example reports:

  • Nike Inc in Apparel and Footwear (USA)  Local Company Profile  |  12 Dec 2020
  • Starbucks Corp in Consumer Food Service (World)  Global Company Profile  |  26 Feb 2020
  • Yeti Coolers LLC in Homewares  Company Shares