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Market Research Tutorial

Profile the Market



Frost & SullivanFrost


What is a Market?

Think "Customers", "Consumers", "Buyers"

Market: The sum total of all the buyers and sellers in the area or region under consideration. The area may be the earth, or countries, regions, states, or cities. The value, cost and price of items traded are as per forces of supply and demand in a market. The market may be a physical entity, or may be virtual. [The Economic Times]

Research Consumers

Bureau of Economic AnalysisBEA
Econ Data

MRI SimmonsMRI Simmons

Consumer Research Questions

  • Demographics
  • Buyer Behavior / Media Usage
  • Forecasts & Trends 

Find News, Articles, and Reports

EBSCO Business Source PremierBSP


Industry News Questions

  • Current News / Trends / Updates
  • Industry Outlook / Forecasts
  • New Products and Services
  • Technology & Innovation / E-Commerce
  • Major Companies / Market Share / Competitive Intelligence
  • Economic Conditions / International Trade
  • ESG / Environment / Sustainability / Governance

Research the Competition

Standard & Poor'sS&P

Private Firms

Company Research Questions

  • Who is the company? What do they do?
  • Is the company publicly-owened (stock trades) or privately-held?
  • Where can I find the SEC's EDGER filings and Annual Reports?
  • How do I find company financials and stock market performance?
  • Where can I find stock reports, investment research, company news and articles?

Search Google

Google ScholarScholar

GoogleGoogle Help
Search Tips

Who is Google?

Google is your best friend; your worst enemy; and  an indispensable search tool for finding industry information. Trade associations, industry groups, trade journals, professional societies, nonproft resources, government statistics, and much more.

 The CRAPP Test*

Anyone can say anything on the internet. How do you distinguish trustworthy information from the unreliable. Put it to the test!
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer nec odio. Praesent libero. 

The CRAAP Test

  • Currency - Timeliness - Up-to-Date 
  • Relevance - Important for your needs
  • Authority - Credibility; Source
  • Accuracy - Reliability, Truthful; Correct
  • Purpose - Inform, teach, sell, persuade, entertain?

  "Fake" Market Research

When you search for virtually any product or services using the words "market research", your results list will be filled with a dozen(s) reports that seem to deliver preciselly what you want. Many of these reports are produced by "research mills".

Fake Research

  • Is there an author? Credentials? Bio?
  • Fake firms claim to cover almost every industry
  • Real firms specialize.
  • Who is the firm? How long has it been in business?
  • Does the firm disclose its methodology?


* Blakeslee, Sarah (2004) "The CRAAP Test,LOEX Quarterly: Vol. 31 : No. 3 , Article 4.