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MKTG 3P96: Marketing Research

A course guide created for MKTG 3P96 (marketing research) which reviews information sources on marketing scales, articles, market data, mass media & polling data, commercial market research, writing, and citing sources.

What are Commercial Market Research Reports?

Many market research firms and investment brokers produce company, market, and industry reports which may be purchased for a fee (often for thousands of dollars).  If you are curious about these commercial research reports, you may search the catalog of market research publications available for sale at:

Finding Industry & Market Research Reports in Library Databases

Finding Reports in Business Source Complete

  • Use Advanced Search and combine your search terms/keywords (e.g., Wine) with the Industry Profile or Market Research Report publication type.
    • This will capture content from: Aroq -, Aroq -, MarketLine, Richard K. Miller's Market Research Handbooks, Marketwatch, and other sources.

Finding Reports in ABI/Inform Global or ABI/Inform Trade & Industry

  • Use Advanced Search and combine your search terms / keywords (e.g., Wine) with the Industry Report or Market Research document type.
    • Just-Series Market Research Reports can be browsed via ABI/Inform Global
    • BMI Country Industry Reports and First Research Industry reports can be browsed via ABI/Inform Trade & Industry

Finding Reports in Other Databases

  • IBISWorld Industry Reports - search by keyword or NAICS, or browse the list of reports.
  • Mintel Academic - search by keyword, or browse the list of categories.
  • Passport GMID - offers a variety of discovery tools including searching categories and topics; browsing categories or topics, searching statistics, finding analysis, or exploring dashboards. 
  • Statista - search by keyword or browse by industry or topic. The Global Consumer Survey has data on consumers, industries, and brands spanning 46 countries. Expert tools include the Consumer, Digital, and Mobility market outlooks.