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Uses for Marketing Research
Various methods of market research are used to find out information about market trends, customer satisfaction, and market needs. Businesses that conduct regular market analysis research can learn valuable information to respond to customer needs.
Some of the primary uses for marketing research includes the following:
- Identify opportunities to serve various groups of customers
- Examine the size of the market - how many people have the unmet need
- Determine the best methods to meet the unmet needs of the target markets
- Investigate the competition
- Clarify your unique value
- Conclude if the product is effectively meeting the needs of the customers
- Conclude if your advertising and promotion strategies are effective or not
Where can I find out information about a company?
- Company reports and profiles
- Annual reports and market announcements
- Journal articles
- Newspaper articles and media
General Library Resources
KSU Marketing Research Quick Links
The following quick links provide access to Kent State University library guides created business related research and could prove useful for finding materials for marketing research.
Research Databases for Marketing Research
Business Source Complete
Has full text for more than 10,300 serials. Contains scholarly publications covering all disciplines of business including marketing, management, economics, finance, accounting, and MIS. Additional materials include country economic reports, case studies company profiles, SWOT analyses and industry reports.
Select "Company Information" to search by comapny name, ultimate parent, ticker symbol, or keyword.
Factiva specializes in business news but also includes news from numerous general-interest newspapers and other sources. It includes full-text news reports from more than 10,000 sources from over 150 countries and more than 20 languages. Most of the major US and UK newspapers are available, including the Wall Street Journal, New York Times, and USA Today.
Select "Company/Markets" and "Companies" to search by company name and ticker symbol.
Nexis Uni™ features more than 15,000 news, business and legal sources from LexisNexis®, including U.S. Supreme Court decisions dating back to 1790.
Select "Get Company Info" to search by company name and company type.
Covers the international literature on economics. Provides bibliographic citations, with selected abstracts of journal articles, books, dissertations, working papers, collected works, conferences, book reviews, and more. Topics include economic development, forecasting, and history; fiscal and monetary theory; business and public finance; international, healthcare, regional and urban economics, and more.
Kompass is a B-2-B database, with more than 2.8 million international and domestic companies listed. Search by company name, trade name, executive name or products and services. Free content is limited to identifying companies of interest.
Marketing Research Reference Desk