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BUS 461: Marketing Research: Background Information

Industry Profiles

Business Source Complete
Mergent Intellect

Business Source Complete - Article Searching* This link opens in a new window
Perform search, then use Source type filter to limit to Industry Profiles.

Mergent Intellect This link opens in a new window
Scroll down and choose First Research to find industry reports. Type keyword in box below Search Term, click Add, and click View Results.
Demographic information by county, zip code, or place/city is also available.

Industry & Client Profile Prompts

As you read industry profiles, consider:

What is driving the market?
What are the key market trends?
What are the market opportunities and threats

As you profile your client, consider:

What are the strengths and weaknesses of the company?
Who is currently buying/using the company's product or service?
Why are people not buying/using a company's product or service?
What image or perception do people have of the company's brand vs. its competitors'?
What do people think about various aspects of the company's product or service (name, packaging, features, advertising, pricing, etc.)
How is price driving or stifling sales?