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Information sources for market research
Maria Mawson, University [email protected]
TheUniversityLibrary
Market research… why do it?• “Awareness of market trends, consumer
behaviour and your competitors will enable you to find a niche, and develop a business that fulfils your customers’ needs.”
• British Library Business & IP Centre http://www.bl.uk/bipc/resmark/index.html
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Market research…different types• Primary (or field) research – the required information
does not already exist, so research is undertaken from scratch e.g. surveys or interviews
• Secondary (or desk) research – data and information that already exists and can be accessed in the organisation e.g. government statistics, news
• The two types often complement each other, and market research projects often incorporate both.
• Brassington, F. & Pettitt, S. (2007). Essentials of marketing. (2nd ed.) Harlow, England: Pearson. p.153
Sources for desk research…
• Business and trade magazines and journals
• Trade associations
• Company information
• Statistics
• Government publications
• Market research reports
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A cautionary tale…
• …from the Dragons’ Den…
• Dragons' Den, [television programme, online], 21:00 23/8/2010, BBC TWO, 63mins. http://bobnational.net/record/247135, (Accessed 25/02/2015).
• http://www.bbc.co.uk/dragonsden/entrepreneurs/letitiavalentine.shtml (Accessed 25/12/2015)
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Fee or free?
• Not all information is free, so your options may be restricted
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Starting points…
• RBA Business Information Resources
• University Library Subject guide to Company & business information
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Government information & statistics
• UK Office for National Statistics includes national, regional and neighbourhood data
• Compendium of UK Statistics – includes population, economy, social indicators and environment
• The Library subject guide for statistics links to more sources
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Trade associations
• Useful way of finding out more about a business sector
• The Trade Association Forum site includes a list of member associations
• e.g. Greeting Card Association has free information about business start up & some figures from the latest market report. Full report free to members
TheUniversityLibrary.
Sheffield Business & IP Centre• Help to start, run
and grow your business
• Free access to business and intellectual property databases and information
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Business Source Premier
• Content from magazines, trade publications, industry profiles, market research reports, company profiles
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Nexis
• News and business information service, used by businesses to gather intelligence about markets, companies etc.
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Mintel
• One of the UK’s best known providers of market intelligence information
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Licence terms & conditions
• Digital resources that the University Library subscribes to are subject to licence terms and conditions, which authorised users must follow
• For more information see http://www.shef.ac.uk/library/licences/licence
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