Catagory Analysis

Bring youself up to speed by starting with a market or industry report. These secondary research tools define catagories (sometimes not precisely as you would wish), estimate market size and growth potential, describe the competitive forces impacting the industry and identify key players.

Don't forget to take advantage of the links to trade news and associations to learn about the most recent developments.

Ask me about additional specialized resources.

  Mintel Reports  Limitations on Use

Use the Onesource module to search by Industry


  Passport (Euromonitor International)  Limitations on Use

Update Catagory Analysis

Once you have a relevant industry report, you will need to get current information by searching trade & business news and by scoping out the trade associations. Market research reports often name important trade associations. If you don't know the names of relevant trade associations, search the Encyclopedia of Associatons: National

  ABI/INFORM Complete (ProQuest)

  Pharmaceutical News Index (ProQuest)

  Business Source Premier (EBSCO)

Competitor Analysis

The first step in the competitor analysis is to choose relevant competitors. The industry reports and news you've accessed in the catagory analysis should provide insight into firms competing in your defined market. You can also use company screeners but they tend to focus only on publically traded companies and may not offer the granularity you need about products and services as they typically focus on financial firm attributes.

Once you have identified potential competitors reading company profiles and reports will be helpful. Don't neglect looking over 10K's or annual reports for public companies.

Just as you updated industry reports with news, do so for the competitor analysis.

  MarketLine Company Profiles (EBSCO)

Use the Onesource module, company search to find SWOT analysis.

  Morningstar Investment Research Center
For public companies only. Sometimes the financial analysts reports provide excellent insights.

  Mergent Online  Limitations on Use
Covers public companies only with an emphasis on the financial

  NetAdvantage (Standard & Poor's Capital IQ)

  Global New Products Database (Mintel)  Limitations on Use
Use the search feature to find complete descriptions of products introduced to the market in the digestive catagory

Brand Analysis

Much of the qualitative assessment of the brand will come from searching the trade news sources.

You may also want to look at how the brands stack up against each other in terms of advertising spending, consumer surveys and web metrics.

Market research reports usually provide data on brand share.

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

Alexa Get web analytics

Quantcast Get web analytics

SimilarWeb Get web analytics

Ad$Summary Find out how much brands spend by media

MarketShare Reporter Short cut to market share reported in various publications

Business Ranking Annual Short cut to business rankings reported in various publications

Customer Analysis

Once you have defined your target market the following tools may be used to gather demographic, geographic and behavioral information about it. Mintel usually provides good insights into the nature of consumers.

Social research organizations (for example and other marketers often publish facts and observations about target markets. Before you use these sources, check out their reputation, quality and credibility. For help with this task or suggestions on reliable sources contact

Market research reports usually discuss the target demographic and often have reports on marketing to particular demographics or lifestyle groups.

  MRI University Internet Reporter

  Data-Planet (Sage)
Browse census, spending pattern data in the EASI market planner module

  ESRI Business Analyst Online  Access Instructions
Search a simple geographic information system (GIS) to learn about population characteristics

  Business Source Premier (EBSCO)
Search for articles on consumer behavior or attitudes attributable to your target market

  American FactFinder
Find out what the Census knows about your target market

Health & Treatment

Health professional use the following sources to find evidence based treatments. They may be helpful for gaining insight into the alternatives available to your target market.

  UpToDate (Wolters Kluwer)  Access Instructions
Offers evidence-based medical treatment guidelines, clinical images, calculators, drug information, and patient information sheets. All content is physician-authored.

  Natural Medicines

PDR for Nonprescription Drugs This book covers all the OTC drugs on the market in the US includes index by therapeutic class. Online PDR (Physician's Desk Reference) version is not searchable by class

  MEDLINE (Thomson Scientific / ISI Web Services)
This gets you into the medical literature

  CINAHL with Full Text (EBSCO)  Tutorial
Another source for medial and allied health research.

Marketing Plan

Crafting an integrated marketing plan is primarily a creative project. Nontheless, expect to be able to defend your marketing recommendations by referring to studies and cases evaluating similar techniques. You can find "how to", practitioner advice and rigerous reseach on marketing topics in books and articles discoverable in the following databases

  Business Source Premier (EBSCO)
Search for academic research and business trade publications.

  ABI/INFORM Complete (ProQuest)
More academic research, trade and professional articles

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.

  Falvey Library Catalog (Books & Media)
Many ebooks in our collections on marketing and advertising.

Encyclopedia of Major Marketing Strategies