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Market Research  

Last Updated: Nov 4, 2014 URL: Print Guide RSS UpdatesEmail Alerts

Reports   Print Page

Research Advice

In addition to the report sources on this page, use the sources behind the "tabs" at the top of this page. The article databases will be especially useful.

In addition to the sources on this guide, sources from the Industry Research guide may be useful.

If you are researching competitors or market share, see the Company Research guide.

If you are researching international markets, see the International Business guide. 

If you are researching media campaigns/outlets, see the Marketing & Advertising guide.

Market Research Defined

  • Market Research
    Haghirian, P. (2009). Market research. In Wankel, C. (Ed.), Encyclopedia of Business In Today's World. Sage eReference

Market Research Reports: EMU Subscriptions

  • Mintel Market Research Reports
    Extensive reports on US and European consumer product markets. Each report offers data and analysis of the competitive landscape, market-share analysis and consumer profiles. Reports sometimes include data from Simmons Market Research.
    Content may only be used for academic research and may not be used to ultimately benefit a company.
    NOTE: First time users will need to set up a personal account using their My.Emich email address and a password.
  • Sports Business Research Network (SBRnet)
    Subject: Sport Fan Market, Sports Industry, Sporting Goods, Recreation, Pro Teams, Collegiate Sports
    Info type: market research reports, participation statistics, demographics, customer expenditure statistics, directory info, articles on market trends.
    Access Tips: If tables don't display properly, try using Internet Explorer browser.
  • Freedonia Reports in ProQuest Enterpeneurship
    Freedonia reports in this database cover some industrial sectors not covered by Mintel--but reports tend to be older.

Industry Overviews

  • Standard & Poors NetAdvantage
    These up-to-date reports are very high quality!
    Although written for investors, NetAdvantage's Industry Surveys can be used for other purposes. Offers info on trends, how industry operates, industry statistics, comparative financials of major players, and leads to more sources. Surveys cover broadly defined industries, but often include valuable info on key sub-industries. Updated twice a year.
    Use Industries tab to browse industries
    OR search for a company profile and follow Industry Survey links on left
  • Business Insights: Global
    Searching the Industries section of this database by keyword or NAICS code may get you an industry overview, rankings, market share stats, industry assns, or articles on the industry. Quality of info is variable--so evaluate critically.
    Also available via MeL logo
  • Industry Research Guide
    You'll find more sources of industry information on this research guide--such as sources for industry ratios, market share, statistics, associations, etc.

Market Research Firm Web Sites

If you already found a good report in Mintel, you may want to skip links in this box. If your market is not covered by Mintel (such as industrial products), then "gleaning" a little info from these sites can be useful. Warning: You can't get the full reports, so looking at these sites can be a little frustrating!

Although EMU does not have a subscription for reports from the firms listed below, you can gather some useful info on market research firm sites. Sometimes press releases or report brochures/summaries offer trend info or key data. Browsing a report table of content can give you ideas on aspects of the market that merit investigating in articles and other sources.

  • Datamonitor
    Reports on a wide array of industries in many countries. Reports are too expensive for students; however the report ads often include useful info such as the rate of market growth, forecast of market size, or other statistics. Covers automotive industries, energy, financial services, food & drink, pharmaceuticals & healthcare, technology, logistics and transportation, and personal care products. Includes B2B industries.
    Full reports cost $$$$.
  • Euromonitor International
    Despite "euro" in the name, Euromonitor covers the whole globe. Strong coverage of consumer product markets in 200+ countries. Although full reports are too expensive for students, report descriptions sometimes include a small amount of useful info. Searchable blog can yield brief articles on your product.
    Full reports cost $$$$ - but sometimes useful info can be gleaned at site.
  • Forrester
    Forrester is known for reports on IT & technology sectors. Use search box to explore. May be able to find statistical charts on your topic.
  • Freedonia
    Reports on many industries, esp industrial products. Full reports too expensive for students; but report description may offer info such as industry growth forecast. Industries include automotive & transportation, chemicals, construction & building materials, electronics, energy/power equipment, household appliances, industrial components & equipment, biotechnology & medical products, packaging, & plastics.
    Full reports cost $$$ - but bits of useful info on site.
  • Frost & Sullivan
    Covers industrial sectors that many firms don't cover; conversely F&S doesn't tend to cover consumer market products. Sectors include aerospace & defense; automotive & transportation; chemicals & materials; food & beverage ingredients; electronics (including semiconductors); environment & energy; healthcare; industrial automation; & comm technologies.
    Press releases may give some key stats - try Press Releases search at top right.

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Kate Pittsley
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EMU Library, Halle 100-F
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