Conduct Market Research

Here are some of the best resources we’ve found to help you conduct market research and understand how to best market your product or service.

CCPL’s Online Resources

Advertising Age | Business Source Premier

This powerful resource has hundreds of industry reports for the US and other countries. To browse them, click the Industry Reports link on the front page of the database. Business Source Premier also includes hundreds of scholarly journals, trade publications, newsletters, SWOT analyses, and more. To find them, do a keyword search for your industry, then use the options in the sidebar of the search results page to narrow down your results as needed. You will need to use a valid CCPL Library Card to access this resource.


Business Insights: Essentials

Market share data, market research reports, and business ranking information are hidden inside this powerful database. Follow these links to see the full search results for each type of information. You can either browse or search the results. For more search options, click the Advanced Search link below the search box at the top of the results page. You will need to use a valid CCPL Library Card to access this resource.


Datamonitor Market Research Reports | Business Source Premier

This database contains market research reports for the US and other countries from publishers like Datamonitor. You can find the reports in a couple of ways. First, you can browse many of the reports by clicking the “Market Research Reports” link on the database’s home page. You can also find more up-to-date reports by doing a keyword search for your industry, then using the Source Types link in the sidebar of the search results page to limit these results to just the Market Research Reports for your industry. You will need to use a valid CCPL Library Card to access this resource.


DemographicsNow

This database is a good source for demographics and consumer expenditure data. Search by ZIP code, county, city, state, census tract, CBSA (e.g., MSA) or other geographical types to find over 75 reports containing thousands of data points useful for market research and business location decisions. You will need to use a valid CCPL Library Card to access this resource.


ReferenceUSA

ReferenceUSA is a comprehensive, flexible company and consumer directory with many applications for market research. The database includes eight modules with 24 million private and public companies and over 200 million US residents.

Depending on the module you choose, you can select from up to 40 search criteria to find names of businesses, residents or business owners, addresses, business earnings and expenditures, residents’ median income or home value, and more. Choose one of the business modules, then open the Custom Search tab to create mailing lists or sales call lists. The consumer modules can help you make mailing lists and learn where your target customers live in any ZIP Code, county, MSA, etc.

Results can be displayed as heat maps, charts, graphs, or lists. You can download your search results and import them into a spreadsheet for further analysis. Brief demo videos are available in the database. You will need to use a valid CCPL Library Card to access this resource.


Small Business Reference Center

This database has how-to information on marketing and marketing plans.  You can use the Search Box to search by keyword, or you can click the Business Areas category, then Marketing & Public Relations, to drill down by topic.  Also, don’t miss the Nolo Press book Marketing Without Advertising under the Browse Popular Sources section. You will need to use a valid CCPL Library Card to access this resource.


Small Business Resource Center

SBRC makes it easy to locate marketing information for small business uses.  Click the gray Business Topics and How To… buttons, or use the Search box to find information on marketing and marketing plans. You will need to use a valid CCPL Library Card to access this resource.


Websites

AdAge.com

The website for Advertising Age magazine offers a combination of free articles and premium advertising industry statistics and research in their Data Center.  Website visitors are limited to reading seven articles per month.  For free access to articles from the print version, use CCPL’s Business Source Premier database.


AMA.org

The American Marketing Association is the major professional association for the marketing industry. Their website offers free informative articles and information about their paid access data and publications.


Charleston AMA | Facebook.com/CharlestonAMA

The local chapter of the AMA offers low-cost special educational and networking events each month. Check their Facebook page for information about past and upcoming events.


County Business Patterns and ZIP Code Business Patterns| US Census Bureau

These products from the US Census Bureau allow you to search for industry information in smaller geographical areas. Data includes the number of establishments, number of employees, first quarter and annual payroll. Businesses can use the data for analyzing market potential, measuring the effectiveness of sales and advertising programs, setting sales quotas, and developing budgets.


Food Markets & Prices | USDA Economic Research Service

This site from the USDA includes statistics and information useful for understanding food markets and the pricing of food


Market Facts | Charleston Regional Business Journal

This publication contains hard-to-find statistics and data about the Charleston area. A print edition is also available at some CCPL libraries. At the Main Library, this title is shelved at the Reference Desk.


Pricing, Quotations, and Terms | A Basic Guide to Exporting

A dated, but still helpful article on how to price exported goods.


CCPL’s Books

The Advertising Age Encyclopedia of Advertising edited by John McDonough and the Museum of Broadcast Communications and Karen Egolf.

Includes general articles on a variety of advertising topics.

Call Number: 659.1 Advertis. Available at the Main Library in the Business section.


Encyclopedia of Consumer Brands edited by Janice Jorgensen

Locate information about many common consumer brands with this encyclopedia. Entries are arranged by type of product and include consumable products, personal products, and durable goods.

Call Number: 658.8343 Encyclop. Available at the Main Library in the Business section.


Encyclopedia of Major Marketing Campaigns edited by Thomas Riggs

You can find encyclopedia-style entries on the history of 500 prominent U.S. marketing campaigns in this reference book.

Call Number: 659.1 Encyclop. Available at the Main Library in the Business section.


The Focus Group Kit by David L. Morgan

This six volume set teaches you everything you need to know to hold an effective focus group.

Call Number: 300.723 Focus 1. Available at the Main Library in the Business section.


The Survey Kit by Arlene Fink

This ten volume set teaches you how to properly write and conduct many different kinds of surveys.

Call Number: 300.723 Survey 1. Available at the Main Library in the Business section.


Additional titles may be found by searching our catalog.