Research Guides: Business : Market Research: Key Resources

Market Research Reports

BCC Research
BCC's market research reports explore major economic, scientific, and technological developments in industrial, pharmaceutical, and high technology organizations. Industry analysis and market forecasts for advanced materials, high-tech systems and components, nanotechnology and novel processing methods are at the forefront of the company's expertise.
BizMiner
Granular industry statistical reports and market analysis reports at the national and local levels down to the zip code. Industry financial analysis benchmarks for over 5,000 lines of business and market trends for thousands more.
eMarketer
Provides market research on the following industries & topics: Automotive, Consumer Products, Financial Services, Healthcare & Pharma, Insurance, Media & Entertainment, Retail, Travel, Advertising & Marketing, B2B, Demographics, Email, Measurement, Media Usage, Mobile, Retail & Ecommerce, Search, Social Media, and Video. eMarketer's research team aggregates data from over 4,000 research firms, consultancies, government agencies and universities around the world. Also provides Benchmarks & Forecasts and a Digital Atlas of internet, mobile phone users, and more around the world.
EMIS Intelligence (fka EMIS Emerging Markets)
Provides information about emerging market countries, their companies, and industries. It includes country profiles; macroeconomic statistics, forecasts, and analysis; reports on financial markets, companies and industries; exchange rates; analyst reports; and business news, both in English and the local languages.

Forrester
Research and analysis on emerging technology and its impact on business, including areas of information technology, marketing and strategy, and technology marketing and sales.
Note: Restricted to Tuck community: Register for login.

Frost & Sullivan
Covers Aerospace & Defense, Automotive & Transportation, Business & Financial Services, Career Research, Chemicals, Materials & Foods, Consumer Products, Education, Electronics and Security, Energy & Power Systems, Environment & Building Technologies, Healthcare, Industrial Automation, Information & Communication Technology, Measurement & Instrumentation, and Metals & Minerals. Coverage is both US and Global.
GlobalData: Disruptor
Decodes emerging tech-enabled opportunities with information on promising start-ups, technology led innovations, latest sector trends, consumer insights, and venture capital portfolio investments. Covers these technologies: artificial intelligence, blockchain, connected devices & IoT, digital business, payment technologies, robotics & drones, security tech, and others within these verticals: consumer, retail, financial services, and healthcare.
GlobalData: Medical
Medical device intelligence covering 16 key therapy areas: cardiovascular, orthopedics in vitro diagnostics, general surgery, diagnostic imaging, healthcare IT, wound care, diabetes, dental, neurology, nephrology and urology, anesthesia and respiratory, ENT, and ophthalmology. Find marketsize and growth, procedures data, pipeline products, company profiles, clinical trials, reports/analysis, news and deals.
GlobalData: Oil & Gas
Research solutions covering the full breadth of the oil & gas industry, from exploration to refining, data and analysis across the upstream, midstream, downstream and petrochemicals sectors. Includes access to GlobalData's Energy Transitions database which highlights alternative energy generation, storage, and capacity along with related data.
GlobalData: Power
Covers renewables, carbon emissions and trading, hydrogen and fuel cells, coal to gas, gas to liquids, biomass to liquids and nuclear industries. 25,000+ power plants, 16,000+ companies, and hundreds of research reports. Includes access to GlobalData's Energy Transitions database which highlights alternative energy generation, storage, and capacity along with related data.
IBISWorld: Industry
A collection of market research reports for over 700 U.S. industries and almost 60 global industries. Reports are typically 30-60 pages in length and include key statistics, market segmentation, market characteristics, industry conditions, key factors, key competitors, industry performance, and outlook.
MarketLine Advantage
Country-specific industry reports include market overviews, data, segmentation, outlook and five forces analysis. Company reports include financials, top competitors, deals and SWOT analyses.
Mintel Academic
Market research reports and consumer data covering US and Global consumer markets and products (emphasis on Western European and US): Automotive; Beauty; Clothing and Footwear; Drink; Financial Services; Food; Foodservice; Health and Wellness; Household Care; Leisure and Entertainment; Lifestyles; Personal Care; Retail; Technology; Travel. Also includes demographic data on Affluent Consumers, Baby Boomers, Kids, Men, Millennials, Mothers, Multicultural, Singles, Teens, and Women.
S&P's NetAdvantage
Industry surveys of 50+ major U.S. industries, including current environment, industry profile, trends, how the industry operates, key industry ratios & statistics, how to analyze the industry and downloadable comparative company analysis.
Statista: the leading statistics portal
Provides access to statistics and studies gathered by market researchers, trade organizations, scientific publications, and government sources on over 600 industries.

Technavio Country/Regional Reports (via EMIS)
Market research reports on country/regional industries including, communication, consumer services/discretionary/staples, energy, financials, health care, industrials, information technology, materials, and utilities.
Technavio Global Reports (via EMIS)
Market research reports on global industries including, communication, consumer services/discretionary/staples, energy, financials, health care, industrials, information technology, materials, and utilities.

BCC Research
BCC's market research reports explore major economic, scientific, and technological developments in industrial, pharmaceutical, and high technology organizations. Industry analysis and market forecasts for advanced materials, high-tech systems and components, nanotechnology and novel processing methods are at the forefront of the company's expertise.
eMarketer
Provides market research on the following industries & topics: Automotive, Consumer Products, Financial Services, Healthcare & Pharma, Insurance, Media & Entertainment, Retail, Travel, Advertising & Marketing, B2B, Demographics, Email, Measurement, Media Usage, Mobile, Retail & Ecommerce, Search, Social Media, and Video. eMarketer's research team aggregates data from over 4,000 research firms, consultancies, government agencies and universities around the world. Also provides Benchmarks & Forecasts and a Digital Atlas of internet, mobile phone users, and more around the world.

Forrester
Research and analysis on emerging technology and its impact on business, including areas of information technology, marketing and strategy, and technology marketing and sales.
Note: Restricted to Tuck community: Register for login.

Frost & Sullivan
Covers Aerospace & Defense, Automotive & Transportation, Business & Financial Services, Career Research, Chemicals, Materials & Foods, Consumer Products, Education, Electronics and Security, Energy & Power Systems, Environment & Building Technologies, Healthcare, Industrial Automation, Information & Communication Technology, Measurement & Instrumentation, and Metals & Minerals. Coverage is both US and Global.
IBISWorld: Industry
A collection of market research reports for over 700 U.S. industries and almost 60 global industries. Reports are typically 30-60 pages in length and include key statistics, market segmentation, market characteristics, industry conditions, key factors, key competitors, industry performance, and outlook.
MarketLine Advantage
Country-specific industry reports include market overviews, data, segmentation, outlook and five forces analysis. Company reports include financials, top competitors, deals and SWOT analyses.
Mintel Academic
Market research reports and consumer data covering US and Global consumer markets and products (emphasis on Western European and US): Automotive; Beauty; Clothing and Footwear; Drink; Financial Services; Food; Foodservice; Health and Wellness; Household Care; Leisure and Entertainment; Lifestyles; Personal Care; Retail; Technology; Travel. Also includes demographic data on Affluent Consumers, Baby Boomers, Kids, Men, Millennials, Mothers, Multicultural, Singles, Teens, and Women.
S&P's NetAdvantage
Industry surveys of 50+ major U.S. industries, including current environment, industry profile, trends, how the industry operates, key industry ratios & statistics, how to analyze the industry and downloadable comparative company analysis.
Statista: the leading statistics portal
Provides access to statistics and studies gathered by market researchers, trade organizations, scientific publications, and government sources on over 600 industries.

Technavio Country/Regional Reports (via EMIS)
Market research reports on country/regional industries including, communication, consumer services/discretionary/staples, energy, financials, health care, industrials, information technology, materials, and utilities.
Technavio Global Reports (via EMIS)
Market research reports on global industries including, communication, consumer services/discretionary/staples, energy, financials, health care, industrials, information technology, materials, and utilities.

BCC Research
BCC's market research reports explore major economic, scientific, and technological developments in industrial, pharmaceutical, and high technology organizations. Industry analysis and market forecasts for advanced materials, high-tech systems and components, nanotechnology and novel processing methods are at the forefront of the company's expertise.
eMarketer
Provides market research on the following industries & topics: Automotive, Consumer Products, Financial Services, Healthcare & Pharma, Insurance, Media & Entertainment, Retail, Travel, Advertising & Marketing, B2B, Demographics, Email, Measurement, Media Usage, Mobile, Retail & Ecommerce, Search, Social Media, and Video. eMarketer's research team aggregates data from over 4,000 research firms, consultancies, government agencies and universities around the world. Also provides Benchmarks & Forecasts and a Digital Atlas of internet, mobile phone users, and more around the world.

Forrester
Research and analysis on emerging technology and its impact on business, including areas of information technology, marketing and strategy, and technology marketing and sales.
Note: Restricted to Tuck community: Register for login.

Frost & Sullivan
Covers Aerospace & Defense, Automotive & Transportation, Business & Financial Services, Career Research, Chemicals, Materials & Foods, Consumer Products, Education, Electronics and Security, Energy & Power Systems, Environment & Building Technologies, Healthcare, Industrial Automation, Information & Communication Technology, Measurement & Instrumentation, and Metals & Minerals. Coverage is both US and Global.
GlobalData: Medical
Medical device intelligence covering 16 key therapy areas: cardiovascular, orthopedics in vitro diagnostics, general surgery, diagnostic imaging, healthcare IT, wound care, diabetes, dental, neurology, nephrology and urology, anesthesia and respiratory, ENT, and ophthalmology. Find marketsize and growth, procedures data, pipeline products, company profiles, clinical trials, reports/analysis, news and deals.
IBISWorld: Industry
A collection of market research reports for over 700 U.S. industries and almost 60 global industries. Reports are typically 30-60 pages in length and include key statistics, market segmentation, market characteristics, industry conditions, key factors, key competitors, industry performance, and outlook.
Statista: the leading statistics portal
Provides access to statistics and studies gathered by market researchers, trade organizations, scientific publications, and government sources on over 600 industries.
LSEG (Refinitiv) Workspace
LSEG Workspace (fka Refinitiv) provides information on public & private global companies and includes: financials and filings, overview, news & corporate events, deals, share ownership, and analyst reports. Workspace also provides market views as well as screening and analysis for companies, deals/league tables, private equity, mergers and acquisition data, and more. Register for LSEG Workspace

Technavio Country/Regional Reports (via EMIS)
Market research reports on country/regional industries including, communication, consumer services/discretionary/staples, energy, financials, health care, industrials, information technology, materials, and utilities.
Technavio Global Reports (via EMIS)
Market research reports on global industries including, communication, consumer services/discretionary/staples, energy, financials, health care, industrials, information technology, materials, and utilities.

BCC Research
BCC's market research reports explore major economic, scientific, and technological developments in industrial, pharmaceutical, and high technology organizations. Industry analysis and market forecasts for advanced materials, high-tech systems and components, nanotechnology and novel processing methods are at the forefront of the company's expertise.
eMarketer
Provides market research on the following industries & topics: Automotive, Consumer Products, Financial Services, Healthcare & Pharma, Insurance, Media & Entertainment, Retail, Travel, Advertising & Marketing, B2B, Demographics, Email, Measurement, Media Usage, Mobile, Retail & Ecommerce, Search, Social Media, and Video. eMarketer's research team aggregates data from over 4,000 research firms, consultancies, government agencies and universities around the world. Also provides Benchmarks & Forecasts and a Digital Atlas of internet, mobile phone users, and more around the world.

Forrester
Research and analysis on emerging technology and its impact on business, including areas of information technology, marketing and strategy, and technology marketing and sales.
Note: Restricted to Tuck community: Register for login.

Frost & Sullivan
Covers Aerospace & Defense, Automotive & Transportation, Business & Financial Services, Career Research, Chemicals, Materials & Foods, Consumer Products, Education, Electronics and Security, Energy & Power Systems, Environment & Building Technologies, Healthcare, Industrial Automation, Information & Communication Technology, Measurement & Instrumentation, and Metals & Minerals. Coverage is both US and Global.
GlobalData: Disruptor
Decodes emerging tech-enabled opportunities with information on promising start-ups, technology led innovations, latest sector trends, consumer insights, and venture capital portfolio investments. Covers these technologies: artificial intelligence, blockchain, connected devices & IoT, digital business, payment technologies, robotics & drones, security tech, and others within these verticals: consumer, retail, financial services, and healthcare.
IBISWorld: Industry
A collection of market research reports for over 700 U.S. industries and almost 60 global industries. Reports are typically 30-60 pages in length and include key statistics, market segmentation, market characteristics, industry conditions, key factors, key competitors, industry performance, and outlook.
Statista: the leading statistics portal
Provides access to statistics and studies gathered by market researchers, trade organizations, scientific publications, and government sources on over 600 industries.

Technavio Country/Regional Reports (via EMIS)
Market research reports on country/regional industries including, communication, consumer services/discretionary/staples, energy, financials, health care, industrials, information technology, materials, and utilities.
Technavio Global Reports (via EMIS)
Market research reports on global industries including, communication, consumer services/discretionary/staples, energy, financials, health care, industrials, information technology, materials, and utilities.

BCC Research
BCC's market research reports explore major economic, scientific, and technological developments in industrial, pharmaceutical, and high technology organizations. Industry analysis and market forecasts for advanced materials, high-tech systems and components, nanotechnology and novel processing methods are at the forefront of the company's expertise.

Forrester
Research and analysis on emerging technology and its impact on business, including areas of information technology, marketing and strategy, and technology marketing and sales.
Note: Restricted to Tuck community: Register for login.

Frost & Sullivan
Covers Aerospace & Defense, Automotive & Transportation, Business & Financial Services, Career Research, Chemicals, Materials & Foods, Consumer Products, Education, Electronics and Security, Energy & Power Systems, Environment & Building Technologies, Healthcare, Industrial Automation, Information & Communication Technology, Measurement & Instrumentation, and Metals & Minerals. Coverage is both US and Global.
GlobalData: Oil & Gas
Research solutions covering the full breadth of the oil & gas industry, from exploration to refining, data and analysis across the upstream, midstream, downstream and petrochemicals sectors. Includes access to GlobalData's Energy Transitions database which highlights alternative energy generation, storage, and capacity along with related data.
GlobalData: Power
Covers renewables, carbon emissions and trading, hydrogen and fuel cells, coal to gas, gas to liquids, biomass to liquids and nuclear industries. 25,000+ power plants, 16,000+ companies, and hundreds of research reports. Includes access to GlobalData's Energy Transitions database which highlights alternative energy generation, storage, and capacity along with related data.
IBISWorld: Industry
A collection of market research reports for over 700 U.S. industries and almost 60 global industries. Reports are typically 30-60 pages in length and include key statistics, market segmentation, market characteristics, industry conditions, key factors, key competitors, industry performance, and outlook.
Statista: the leading statistics portal
Provides access to statistics and studies gathered by market researchers, trade organizations, scientific publications, and government sources on over 600 industries.

Technavio Country/Regional Reports (via EMIS)
Market research reports on country/regional industries including, communication, consumer services/discretionary/staples, energy, financials, health care, industrials, information technology, materials, and utilities.
Technavio Global Reports (via EMIS)
Market research reports on global industries including, communication, consumer services/discretionary/staples, energy, financials, health care, industrials, information technology, materials, and utilities.

Demographics & Consumer Behavior

These resources provide information on the demographics, psychographics and other characteristics of the U.S. population. There are some resources that cover other consumers around the world.

American Community Survey
The American Community Survey provides estimates of demographic, housing, social, and economic characteristics every year for all states, as well as for all cities, counties, metropolitan areas, and population groups of 65,000 people or more.

Business & Community Analyst - ArcGIS
Data on demographics and business locations, consumer spending and purchasing power at multiple geographies, national to block-group levels.

EASI Market Planner
Data-Planet database on: Consumer Behavior & Expenditures, Consumer Price Index, Consumer Spending Analytics, Demographics (EASI Profiles & Census), Gross Domestic Product, Health, Industries, Life Stages, Media Use, Quality of Life, and Retail Sales. About EASI & Search Examples
Household Spending : Who Spends How Much on What
Who spends money and the products and services they buy. Includes a comparison of spending trends before and after the Great Recession (2000-2006).
ICPSR- Inter-University Consortium for Political and Social Research
Find & analyze data.
International Programs - US Census Bureau
Demographic, economic, and geographic studies of other countries.
KIDS COUNT Data Center
KIDS COUNT, a project of the Annie E. Casey Foundation, is a national and state-by-state effort to track the status of children in the U.S. Provides demographic data on children.

Mintel Academic
Market research reports and consumer data covering US and Global consumer markets and products (emphasis on Western European and US): Automotive; Beauty; Clothing and Footwear; Drink; Financial Services; Food; Foodservice; Health and Wellness; Household Care; Leisure and Entertainment; Lifestyles; Personal Care; Retail; Technology; Travel. Also includes demographic data on Affluent Consumers, Baby Boomers, Kids, Men, Millennials, Mothers, Multicultural, Singles, Teens, and Women.

Social Explorer
Easy-to-use web interface lets users create maps and reports to better illustrate, analyze and understand demography and social change using Census data.
United Nations Demographic and Social Statistics
Demographics on countries around the world.
World Development Report
Published annually by the World Bank since 1978, is an invaluable guide to the economic, social, and environmental state of the world today.

Advertising & Marketing

eMarketer
Provides market research on the following industries & topics: Automotive, Consumer Products, Financial Services, Healthcare & Pharma, Insurance, Media & Entertainment, Retail, Travel, Advertising & Marketing, B2B, Demographics, Email, Measurement, Media Usage, Mobile, Retail & Ecommerce, Search, Social Media, and Video. eMarketer's research team aggregates data from over 4,000 research firms, consultancies, government agencies and universities around the world. Also provides Benchmarks & Forecasts and a Digital Atlas of internet, mobile phone users, and more around the world.
MediaRadar (fka Vivvix, AdSpender, Advertising Insights)
Database of top level advertising expenditure, across 18 media and for 3+ million brands. Historical 10-year database of national summary spending trends, accessible by industry, parent company, and brand.
WARC.com
WARC provides a wide range of information on advertising and marketing, including worldwide trends, case studies, consumer insight, ad expenditure data, rankings of marketing campaigns and companies, best practices, news, and more.

Journals

To find more journals search the Dartmouth College Library catalog by subject:

Advances in Consumer Research
Presents a selection of papers presented at the Annual Conference of the Association for Consumer Research, chosen by the editors.
Advertising Age (AdAge)
Recent print editions available at Feldberg Library.
Adweek
Chief Marketer
International Journal of Consumer Studies
Contains articles about goods and services, family and social studies, consumer issues and home economics.
Journal of Consumer Research
An interdisciplinary journal focusing on all aspects of consumer education.
Journal of Contemporary Ethnography
An international and interdisciplinary forum for research using ethnographic methods to examine human behavior in natural settings.
Journal of Popular Culture
Articles that focus on filling in the gaps a neglect of popular culture has left in our understanding of the workings of society.
Marketing Science
MediaPost Publications
Online Media, Media Daily News, Marketing, MediaPost Agency, Mobile Marketing, Social Media & Marketing, Search Marketing, Email Marketing, Online Video, Real-Time Media & Marketing, mCommerce, Television News

Associations

American Marketing Association (AMA)
The AMA is a professional association for individuals and organizations leading the practice, teaching and development of marketing knowledge worldwide.
ANA - Association of National Advertisers
Expertise in business-to-business marketing and communications.
Association for Consumer Research (ACR)
The mission of the Association for Consumer Research is to advance consumer research and facilitate the exchange of scholarly information among members of academia, industry, and government worldwide.
The Insights Association
Formed through the merger of two organizations with long, respected histories of servicing the market research and analytics industry: CASRO (founded in 1975) and MRA (founded in 1957).
Society for Consumer Psychology (SCP)
The Society for Consumer Psychology is the premier voice to further the advancement of the discipline of consumer psychology in a global society.

Conferences & Trade Shows

Conal - Conference Alerts
Academic conferences worldwide
Exhibitor Online
Search for events by industry, date, and location.
TSSN.com : The Ultimate Event Resource
Trade Show News Network allows you to search for events by keyword, industry, date, and location.

Books on Market Research

For more books, try these library catalog searches:

Handbook of Marketing Scales by William O. Bearden (Editor); Richard G. Netemeyer (Editor); Kelly L. Haws (Editor) The Handbook of Marketing Scales, Third Edition, represents a clear and user-friendly collection of multi-item, self-report measures developed and frequently used in consumer behavior and marketing research. Key Features More than 150 scales are included in the Handbook. Many scales were originally published in marketing and consumer journals, and including them in one volume helps reduce the time it takes researchers to locate instruments for survey research. More than 70 new scales have been added to the Third Edition.New scales were selected based upon actual usage and citations by researchers in articles where a major objective was scale development. Each scale is prefaced by the same information.Details are provided of construct, description, development, samples, validity, scores, sources, references, and other evidence. The book includes a number of measures that have been used in several studies.The volume serves as a guide to the literature and may spur further refinement of existing measures in terms of item reduction, dimensionality, reliability, and validity. This Handbookalso aims to help identify areas where measures are needed, thus encouraging further development of valid measures of consumer behavior and marketing constructs.
ISBN: 1412980186

Publication Date: 2010
Marketing Research: Methodological Foundations, 12th Edition by Dawn Iacobucci For all the talk of "big data" and "marketing analytics"-it all starts here-you've got to know how to get data and what to do with data once you've got them. The text, MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, 12th edition, by Dr. Dawn Iacobucci and Dr. Gilbert Churchill is recognized as the perennial authority and it continues to be the lead marketing research text in the industry. MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, 12th edition, ensures that students will develop a strong conceptual as well as practical understanding of marketing research. The book's thorough coverage of the six stages of the research process provides a solid marketing research framework while addressing topics and tools of emerging importance. With its proven applications, clear presentation, and variety of timely cases, MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS serves as an exceptional learning tool for today's learners (MBAs, EMBAs, advanced undergrads) and an invaluable reference tool for professionals throughout their careers.Chapters: 1) Marketing Research: It's Everywhere!; 2) Alternative Approaches to Marketing Intelligence; 3) The Research Process and Problem Formulation; 4) Research Design, Exploratory Research, and Qualitative Data; 5) Descriptive Research; 6) Causal Designs; 7) Data Collection: Secondary Data; 8) Data Collection: Primary Data; 9) Questionnaires and Data-Collection Forms; 10) Attitude Measurement; 11) Sampling Procedures; 12) Sample Size; 13) Collecting the Data: Field Procedures and Non-sampling Errors; 14) Preprocessing the Data, and Cross-Tabs, Chi-Square and Related Indices for Cross-Tabs; 15) Data Analysis: Basic Questions, Quick Stats Review; 16) Data Analysis: Examination of Differences, Analysis of Variance; 17) Data Analysis: Investigation of Association, Conjoint Analysis; 18) Multivariate Data Analysis; 19) The Research Report; Epilogue. Each section of the book also has several hands-on cases, each chapter has "Ethical Dilemmas" for classroom debate, and "Research Realities" to see real-world applicability. Each chapter ends with questions and applications to further students' learning. Instructors should email the first author for additional materials: data, slides, etc.
ISBN: 9781983654466

Publication Date: 2018-01-20
The Market Research Toolbox by Edward F. (Francis) McQuarrie Understanding marketing research to make better business decisions; An ideal resource for busy managers and professionals seeking to build and expand their marketing research skills, The Market Research Toolbox, Fourth Edition describes how to use market research to make strategic business decisions. This comprehensive collection of essential market research techniques, skills, and applications helps readers solve real-world business problems in a dynamic and rapidly changing business atmosphere. Based on real-world experiences, author Edward F. McQuarrie gives special attention to business-to-business markets, technology products, Big Data, and other web-enabled approaches. Readers with limited time or resources can easily translate the approaches from mass markets, simple products, and stable technologies to their own situations. Readers will master background context and the questions to ask before conducting research, as well as develop strategies for sorting through the extensive specialized material on market research.
ISBN: 1452291586
Marketing 4.0 : moving from traditional to digital by Philip Kotler; Hermawan Kartajaya; Iwan Setiawan Marketing has changed forever'this is what comes next Marketing 4.0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing. Written by the world's leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today's customers have less time and attention to devote to your brand'and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace's shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub-culture splintering that will shape tomorrow's consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today. Marketing 4.0 takes advantage of the shifting consumer mood to reach more customers and engage them more fully than ever before. Exploit the changes that are tripping up traditional approaches, and make them an integral part of your methodology. This book gives you the world-class insight you need to make it happen. Discover the new rules of marketing Stand out and create WOW moments Build a loyal and vocal customer base Learn who will shape the future of customer choice Every few years brings a "new" marketing movement, but experienced marketers know that this time its different; it's not just the rules that have changed, it's the customers themselves. Marketing 4.0 provides a solid framework based on a real-world vision of the consumer as they are today, and as they will be tomorrow. Marketing 4.0 gives you the edge you need to reach them more effectively than ever before.
Call Number: Feldberg HF5415 .K683 2017

ISBN: 9781119341208
The Brand Mapping Strategy by Karen Leland If You Don't Define Your Brand, Someone Else Will Define It for You Sharing hard-earned insights, advice, and best practices, brand and marketing strategist Karen Tiber Leland helps entrepreneurs, business owners, CEOs, and executives create a brand by design instead of default, gain greater influence in their industries and companies, and become thought leaders in their fields. The Brand Mapping Strategy uses proven strategies, best practices and anecdotes from real life brand-building successes to give readers the tools they need to design, build, and accelerate a successful brand. Readers will be able to: Develop an overall blueprint for their brand using the Brand Mapping Process#65533; Determine which online tactics (and in what combination) will work for their brand Expand the current brand outreach and contribution to a bigger audience in their industry, community, or the world at large Become a thought or industry leader, using clear positioning, a specific strategy for brand building, and a method for implementation Leverage content effectively and efficiently to build their brand Develop a marketing and social media strategy using the right platform
Call Number: Feldberg HF5415.1255 .L445 2016

ISBN: 9781599185897
Asking Questions by Norman M. Bradburn; Seymour Sudman; Brian Wansink Since it was first published more than twenty-five years ago, Asking Questions has become a classic guide for designing questionnaires¾the most widely used method for collecting information about people's attitudes and behavior. An essential tool for market researchers advertisers, pollsters, and social scientists, this thoroughly updated and definitive work combines time-proven techniques with the most current research, findings, and methods. The book presents a cognitive approach to questionnaire design and includes timely information on the Internet and electronic resources. Comprehensive and concise, Asking Questions can be used to design questionnaires for any subject area, whether administered by telephone, online, mail, in groups, or face-to-face. The book describes the design process from start to finish and is filled with illustrative examples from actual surveys.
ISBN: 0787970883
The Consumer Insights Handbook by Danielle Sarver Coombs At its core, consumer insights research is fun. Fast paced, creative, and exciting, working in this field means constant interaction and engagement with people, concepts, and ideas. The work is dynamic and intellectually challenging, celebrating innovative approaches that lead to unique explanations of and solutions for important problems. Whether you are working on a media product or a strategic communication campaign, successfully reaching your audience and meeting your objectives requires good research. The Consumer Insights Handbook flips the typical model presented in mass communication research textbooks to emphasize that data should be used to understand people as thoughtful, deliberative audiences. As such, research should be done with the goal of better understanding target audiences in a meaningful way. With this orientation in mind, these insight-driven research projects allow media practitioners and strategic communication professionals to tap into audiences' wants, needs, and desires through messaging and products designed to resonate. Guided by the author's own experience in the field as well as guidance from current practitioners on the client, boutique, and agency sides, this book offers an accessible, thorough, and compelling perspective on how to plan for and complete consumer insights research projects from the initial RFP to the final presentation of findings. Each chapter includes a guide for how to conduct in-class research, quotes and recommendations from experts in the field, and case studies and real-world examples. and desires through messaging and products designed to resonate. Guided by the author's own experience in the field as well as guidance from current practitioners on the client, boutique, and agency sides, this book offers an accessible, thorough, and compelling perspective on how to plan for and complete consumer insights research projects from the initial RFP to the final presentation of findings. Each chapter includes a guide for how to conduct in-class research, quotes and recommendations from experts in the field, and case studies and real-world examples. and desires through messaging and products designed to resonate. Guided by the author's own experience in the field as well as guidance from current practitioners on the client, boutique, and agency sides, this book offers an accessible, thorough, and compelling perspective on how to plan for and complete consumer insights research projects from the initial RFP to the final presentation of findings. Each chapter includes a guide for how to conduct in-class research, quotes and recommendations from experts in the field, and case studies and real-world examples. and desires through messaging and products designed to resonate. Guided by the author's own experience in the field as well as guidance from current practitioners on the client, boutique, and agency sides, this book offers an accessible, thorough, and compelling perspective on how to plan for and complete consumer insights research projects from the initial RFP to the final presentation of findings. Each chapter includes a guide for how to conduct in-class research, quotes and recommendations from experts in the field, and case studies and real-world examples. guide for how to conduct in-class research, quotes and recommendations from experts in the field, and case studies and real-world examples.
Call Number: Baker-Berry HF5415.32 .C665 2022

ISBN: 9781538145517

Publication Date: 2021-06-22
Product Innovation Toolbox by Kannapon Lopetcharat (Editor); Dulce Paredes (Editor); Jacqueline H. Beckley (Editor) PRODUCT INNOVATION TOOLBOX Discover how to implement consumer-centric innovation to help create new product development in this latest edition In recent years, behavioral approaches, social media listening, and other new techniques and technologies--digital techniques, augmented intelligence, machine learning, and advanced biometrics, among others--have been foregrounded in innovation research. A focus on the evolving fields of data science and neuroscience is a driving force for both researchers and the people they study. These digital and mobile technologies have enabled researchers to augment listening, observing and categorizing methods, and to adapt new techniques in attempting to better understand consumers. On the other hand, digitized mobile societies, spurred by faster and cheaper internet access, emphasize an interconnectedness that drastically alters human behaviors and creates borderless influences. Even so, the tenets and approaches to insightful deep learning for consumers and other actors, from discovery through to the launch of successful products, remains an intrinsic part of assessing the market. Product Innovation Toolbox brings together key thought leaders and seasoned consumer researchers from corporate R&D, academia, and marketing research companies to share their experiences, advanced consumer research tools and practical tips for successful and sustainable product innovation. By offering these leading-edge tools and insights, the book ensures consumer-centric innovation by linking strategy and a designed approach. The new edition focuses on the integration and connection of all data--both structured and unstructured???for deep learning and activation, rather than a differentiated qualitative--quantitative approach, reflecting the shifting relationships involved in the latest developments in the field. The second edition of Product Innovation Toolbox also includes: Revised material for more than 70% of the manual, with 11 new and extensively updated chapters New tools sections on digital technologies to create novel ways to stimulate and elicit insights from participants, such as Virtual Reality (VR) and Digital Augmentation Upgraded versions of tools in each updated section, with fresh examples New case studies created using the tools from the previous edition, including cases regarding cross-continental marketplaces and cross-cultural societies An emphasis on tools with global applications Product Innovation Toolbox is an essential resource for product developers, marketers, and technologists.
ISBN: 9781119712848

Publication Date: 2022-10-10
Consumer Data Research by By Alex Singleton, Paul Longley, and James Cheshire Big Data collected by customer-facing organisations - such as smartphone logs, store loyalty card transactions, smart travel tickets, social media posts, or smart energy meter readings - account for most of the data collected about citizens today. As a result, they are transforming the practice of social science. Consumer Big Data are distinct from conventional social science data not only in their volume, variety and velocity, but also in terms of their provenance and fitness for ever more research purposes. The contributors to this book, all from the Consumer Data Research Centre, provide a first consolidated statement of the enormous potential of consumer data research in the academic, commercial and government sectors - and a timely appraisal of the ways in which consumer data challenge scientific orthodoxies.
ISBN: 9781787353886

Publication Date: 2018

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