LibGuides: New Venture Lab: Market Research

Is there a demand for a product/service? Who are potential customers of a business or organization? How do businesses reach potential customers? How can my business reach potential customers? What is a competitive price/rate for a product/service?

The resources here will help you answer these questions and develop a strategy for connecting to your customers.

ABI/INFORM Trade & Industry (ProQuest) This link opens in a new window
On the advanced search page, scroll down to the "Document Type" box and check the boxes for "Market Report" and "Market Research," then enter your search term(s).
Business Source Complete (EBSCO) This link opens in a new window
Go to the "Browse" box on the right side of the page and click the link for "Market Research Reports" for a list of all the reports in the database. Search by keyword or browse alphabetically by subject.
Euromonitor Passport This link opens in a new window
Click through the "Industries" tab to drill down in a particular sector, like "Drinks," "Health & Beauty," or "Luxury and Fashion," to access analysis, statistics, insights, data visualizations, and market forecasts.
Richard K. Miller & Associates This link opens in a new window
Includes market research reports in the fields of entertainment, healthcare, leisure, restaurants, retail, sports, consumer markets and travel and tourism.
Simmons Catalyst This link opens in a new window
Simmons conducts an annual survey of U.S. consumers aged 18+. Go to "Profile" then "Quick Reports" to define a consumer type (like people who purchased cross-training shoes in the last 12 months), then select from report types (like Demographics) to learn about these consumers (for example: education level, income, age, own a smartphone, used social media in the last week, etc.).
Social Explorer
Find data and create comparison tables and visualizations using data from the U.S. Census, American Community Surveys, Business Patterns, Crime, Health, and Religion data, UK and Canadian Census data, and World Development Indicators. Find information like the number of jobs per sector, income and education levels, ethnicity, and more by geography (national, state, county, etc.).
Vivvix This link opens in a new window
Find out where and how your competitors are trying to reach their customers with U.S. advertising expenditures for companies and brands by channel (internet, TV, magazine, newspaper, radio, outdoor)
Ad$pender no longer exists and all Ad$pender users migrated to Vivvix - the new enhanced platform as of November 30th 2022.

Gonzaga subscription includes:
Media (13): Network TV, Cable TV, Syndication, Spot TV, Magazines, Sunday Magazines, Newspapers, Network Radio, National Spot Radio, Outdoor, Internet Display

Access: 3 Concurrent users with IP access

Time Period access: 5 rolling years

Markets: 103 DMA markets

Developing Successful Marketing Strategies by Gary W. Randazzo
Call Number: ONLINE
ISBN: 1606499610
Publication Date: 2014
The Essentials of Marketing Research by Lawrence Silver; Robert E. Stevens; Bruce Wrenn; David L. Loudon
Call Number: ONLINE
ISBN: 1136593233
Publication Date: 2012
Marketing in a Digital World by Aric Rindfleisch (Editor); Alan J. Malter (Editor)
Call Number: ONLINE
ISBN: 1787563413
Publication Date: 2019
Marketing Theory by Shelby D. Hunt
Call Number: ONLINE
ISBN: 1315702533
Publication Date: 2014
The New Rules of Marketing and PR by David Meerman Scott
Call Number: ONLINE
ISBN: 1119070678
Publication Date: 2015
Smart Marketing by Ahmed Al Akber
Call Number: ONLINE
ISBN: 1631572350
Publication Date: 2015