Market research is "the process of gathering, analyzing, and interpreting data about a particular market - and the products, brands, or services within that market - to help organizations make better business decisions."
Keegan, S. (2008). Market Research. In L. Given (Author), The SAGE Encyclopedia of Qualitative Research Methods. Sage Publications.
There are two categories of market research:
Primary research is original research conducted through interviews, surveys, and observations to determine consumer preferences.
Secondary research is information that another entity has gathered and presented in a report that provides insight into key market topics.
The UOPX Library is a great source of secondary research, offering published market research reports, industry and company reports, and data on consumer demographics.
The type and amount of information you can find on a company depends on several factors.
The library has multiple databases covering market, company, and industry research. You will likely need to look in multiple databases to find the information you need.
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The library has multiple databases covering market, company, and industry research. You will likely need to look in multiple databases to find the information you need.