Entrepreneurship - Marketing
Conducting Market Research
Psychographic Data
Marketing Plans
Condensed Guide to Market Research
Provides useful and handy introduction to market research, an overview of research methodologies, and frameworks for your research proposal.
The following Marketing Guides contain recommended sources and search strategies.
Primary & Secondary Research
Product and Industry
Demographics
Market Share
Market Research Reports
Advertising
Psychographic Data
Use the following resources to gather intelligence about consumer attitudes and purchasing preferences.
Mintel
These consumer-focused market research reports are one of the best resources for psychographic data; in particular, see report section, "The Consumer - Attitudes and Behaviors." Mintel's reports include a substantive amount of data from Simmons (you will see it cited throughout the reports), which is another provider of psychographic data.
New Strategist Book Series
These series of books is located in the Business Library's BUS REF collection (HC 110 .C6); you can't miss their bright colors.
The Lifestyle Market Analyst (SRDS)
This annual print publication (BUS REF HF 5415.33 L54) provides a comprehensive overview of the demographics and lifestyle interests of the adult population/households in 210 major metropolitan areas in the U.S.
Consumer Lifestyle Reports (Euromonitor)
These reports focus on individual countries and the demographic and psychographic makeup and preferences of their populations. To access, click on Browse Reports (top of page)>Consumer Lifestyle Reports.
Articles
Article databases, such as Factiva, ABI Inform and Business Source Complete, are additionally excellent sources of psychographic insights. Use search terms such as:
consumer* or customer*
behavior* or attitude* or preference* or choice*
purchas* or spent or spend* or buy*
Bplans.com
Includes free completed marketing plans that can be easily adapted.
Entreprenuer.Com Marketing Home Page
Includes gudes to creating a marketing plan and campaign, branding, conducting market research and more. See How to Write a Market Plan.
Inc. com Marketing
To help you meet your target market's needs, Inc. has pulled together a collection of its best market-research articles and resources.
Marketing Plan (U.S. Small Business Administration)
Step by step description of a plan and recommendations; see the Market and Price page for more information.
