Japanese Shopping Alley. By DILLEmma Photography. Used under CC BY--NC-ND 2.0.
Marketing research consists of primary research (where you collect the data yourself) and/or secondary research (learning what other researchers have already done). Secondary research, the focus of this guide, can help make primary research more effective and focus your surveys, interviews, etc. on the best targets.
This guide will demonstrate how to find secondary research about company/industry, consumers/demographics, advertising/polling and show you some places to look for market research reports and e-marketing information.
While primary research is not a focus of this guide, the library has a number of guides to conducting marketing research. You can find these in the Library Catalog. Try terms such as marketing research or business intelligence.
