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Competitive Effectiveness American Eagle Outfitters

Market Research Reports

To get started, learn more about the casual clothing or denim market.  Market research reports are a good place to start.  In addition, market research reports are often written on consumer segments.  Don't neglect to look for reports on holiday shopping.



GMID Euromonitor

Consumer Demographics/Lifestyles/Psychographics

MRI + University Internet Reporter and Simmons conduct national consumer surveys to learn about buying habits and media use. 

MRI+ University Internet Reporter 

SRDS Select Local Market Audience Analyst

General opinion polls may also cover topics pertinent to your marketing objectives.

Roper Center for Public Opinion Research

Polling the Nation

Articles on Seasonal Marketing/Advertising Campaigns

Search trade and professional literature for tips on seasonal marketing and examples of holiday campaigns, promotions and discount practices.

ABI Inform

Business Source Premier

Business Full Text

Don't forget to find articles about related topics such as campus outreach, or signage and displays in retail environments.

Articles on Young Adults and Gifting or Holidays

Focus on exploring the scholarly or academic literature on these topics

Business Source Premier

ABI Inform

Business Full Text



If you've never studied the art of writing advertisingments, these handbooks and others discoverable by searching our Catalog for "advertising copy" will be instructive.

Gabay's copywriters compendium the definitive professioal writers guide

Adweek copywriting handbook the ulitmate guide to writing powerful advertising and marketing copy from one of American's top copywriters

Digital Marketing Sources

Gartner Group Intraweb Market research and analysis for information technology.

ComScore Browse news releases and white papers by a leading digital marketing metrics firm.

Journal of Interactive Marketing Search this scholarly journal research of digital marketing including email, search, mobile, video and social web.

Contemporary Research in E-Branding  For other books search our catalog for "internet marketing"

eMarketer Provider of marketing statistics and analysis for the digital marketing channels.  Look for an upcoming campus trial!

HitWise Experians internet marketing metrics and analysis. Browse blogs and press releases for summaries of research.

Pew Internet & American Life Project Free high quality social research on American's engagement with digital media.


lhauck Linda Hauck
Business Librarian
Falvey Library, Villanova University
800 Lancaster Avenue
Villanova , PA , 19085
Room 222

Due Diligence

Not all information sources are created equal.  You will be expected to do due diligence on the sources you rely on.  This means you should investigate and analyse the research you use.

  • Research the authors credentials and expertise in area by searching for degrees, certifications and other publications.
  • Research the reputation of the issueing agency or author by searching for news organizations that cite or rely on the source.
  • Analyse the document internally.  Are data sources documented?  Are methods for gathering data and analysing it described?
  • Ascertain the financial health and longevity of the organization by checking business directories.
  • Find another source that restates or supports data provided.  Can your source be corroborated?



Citing Business Sources Using APA


Last Modified: 2017-06-09 15:14:37