Industry Analysis

Start out by getting a market research report (if there isn't one closely related to your category, an industry report may suffice).  Market research reports will typically provide information about consumer purchase behaviors whereas industry reports are weaker on this dimension.

Search trade publications and browse trade association sites to identify additional or new trends.

Use the market research or industry reports to identify competitors.  For consumer goods Global New Product Development is another excellent source for identifying competing brands.

Find market size or share in market research reports, trade publications or Market Share Reporter or Business Ranking Annual.

 Market Research Reports

  Mintel Reports  Limitations on Use

  Passport (Euromonitor International)  Limitations on Use Academic  Limitations on Use

 Industry Reports

Provides access to U.S. and global industry market research reports.

  NetAdvantage (Standard & Poor's Capital IQ)
Broadly defined industries, but high quality an excellent guide to additional sources.

  D&B Hoovers
Offers public and private company and industry information including company profiles, market research reports from Marketline, Freedonia, Euromonitor, and RMA updated with recent news, executive profiles, and analyst reports.

 Trade Associations & News

  ABI/INFORM Complete (ProQuest)

  Business Source Premier (EBSCO)

  Encyclopedia of Associations: National

  Market Share Reporter

  Business Ranking Annual

Media Buying & Costs

For an historical take on advertising spend across 10 media consult Ad$spender.  The Advertising guide has additional relevant sources for TV and Radio buying.  Refer to the syllabus for price guidelines.

  Ad$pender (Kantar Media)

  MRI University Internet Reporter

Web Analytics

Social Bakers Get analytics on facebook, YouTube & Twitter presence by brand

Alexa Get web analytics

Quantcast Get web analytics

SimilarWeb Get web analytics

App Annie Get mobile application analytics

Target Market

Market research reports typically offer studies about consumer attitudes.  Leverage these.  Consumer behaviors are often the focus of scholarly research studies, they may not be very current, but they can still be helpful.  Finally trade groups conduct surveys to understand how their target markets behave.  Use surveys and studies conducted by marketing services providers (sometimes called "white papers") cautiosly, as their main purpose may be to drive traffic to their services rather than inform.

  PsycINFO (ProQuest)  Tutorial
In addition to Business Source Premier and ABI Inform this database includes studies about consumer behavior and psychology.

  ESRI Business Analyst Online  Access Instructions
Geographic database including demographic and market segmentation data.


Offers data and reports related to digital marketing. Topics include advertising spending, digital marketing, social media, media usage, e-commerce, email marketing, and device usage. Coverage is global.

Offers information on global advertising and marketing trends including case studies, articles, reports, opinion pieces, and expenditure data. Formerly known as World Advertising Research Center.

  Advertising Age Datacenter (AdAge)  Access Instructions
Features news, reports, and statistics about the advertising industry.

  Advertising Redbooks
The Advertising REDBOOKS online database provides current detailed data on advertising agencies, advertiser profiles for companies with estimated spend and contact information for personnel.

  Global New Products Database (Mintel)  Limitations on Use