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MARK 20100 — Principles of Marketing (Jones)

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


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:

  • The State of the eCommerce Industry - US - January 2020
  • Innovations in Banking - US - March 2019   
  • Digital Advertising - US - August 2019 
  • Mobile Phones - US - March 2019 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:

  • Co-Branded and Affinity Cards in the U.S., 7th Edition (July 2019)
  • Amazon Strategies and the Amazon Shopper, 2nd Edition (October 2019)


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!


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

  • Procter & Gamble Co, The (P&G) in Consumer Health (World)  GLOBAL COMPANY PROFILE  |  13 JAN 2020
  • Johnson & Johnson Inc. in Consumer Health (World)  GLOBAL COMPANY PROFILE  |  13 NOV 2019
  • Johnson & Johnson Inc. in Eyewear (World)  GLOBAL COMPANY PROFILE  |  19 MAR 2019