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MBAB 5P68: New Product Development

Intelligence Sources for Market Assessments

The intelligence sources listed on this page can assist you in understanding your external marketing environment in order to conduct a market, competitive, or situation analysis.

Researching Product Categories

A product category is defined as "the classification to which the product is assigned" (Jeong, Wiley International Encyclopedia of Marketing, 2010). An example of a product category is breakfast cereal. Product categories also exist for services. 

Start Your Research Here

Your recommended starting points for researching product or service categories are:

Additional Secondary Sources:

  • Other secondary sources of intelligence on product categories include industry profiles and research reports found in other Library Databases. These include reports from Acquisidata, Fitch Solutions, MarketLine and other sources. 

Other Market Data Sources