MKTG 3175: Principles of Marketing

This guide will walk you through the most useful library resources for beginning your research.  It serves as an ideal starting point for conducting research.  

What is Market Research?

• Market Research is a process of collecting consumer data about your target consumers, competitors, and industry as a whole.  
• Marketing Research is a primary step in marketing a product.

Once you identify your target market in terms of demographics, such as income, age, family structure, you can begin to develop a product.

Answering these questions should help you get started:

• Who is my potential customers?
• What will my customers be willing to pay for my product?
• What factors do my customers consider when buying my product?

• Use a variety of sources - scholarly journals, professional articles, e-books, or .edu/.gov websites.
• Keep a list of key terms as your conducting research.  This will be helpful as you are conducting more research.
• Searching the internet is a good start, but do not stop there.