Market Research - BUSA 2300: Entrepreneurship - The Business Planning Process

Fact Finding: Market Research

Look at the market and the consumer. What is important about them? What already exists? Access experts’ opinions and ideas so you can back your analysis with facts. The following databases focus on the market and consumer:

Mintel Academic This link opens in a new window
Market research reports focused on consumers in the U.S., U.K., European, and some Asian markets. Market drivers, size & trends and segmentation; supply structure, advertising & promotion, retail distribution, consumer characteristics & forecasts.
Access Note: Requires VU email.
e-Marketer This link opens in a new window
Market research reports that focus on how e-commerce and the Internet affect business and industry. eStat section has statistics and graphs.
Coverage: Full access to the current and previous year's reports. Vendor Tutorials: eMarketer Total Access Demo Video - http://www.emarketer.com/docs/Multimedia/emarketer_total_access_demo_040611/emarketer_total_access_demo_040611.html
MarketResearch.com Academic This link opens in a new window
Quantitative and qualitative analysis of the market; primary research and expert analysis, including industry interviews, competitive analysis, market trends, product innovations, buyer behavior, market share, etc.
User Limit: unlimited.
Passport Euromonitor This link opens in a new window
Euromonitor International's global market analysis software platform, providing industry information, consumer statistics and analysis, historical and forecast data, consumer trends and lifestyles, articles, company profiles, and global reports.

RKMA Market Research Reports
12 titles featuring market research and consumer insights for the following: Business to Business Marketing; Consumer Behavior; Consumer Marketing; Consumer Use of the Internet and Mobile Web; Entertainment, Media and Advertising; Healthcare Business; International Consumer Markets; Leisure Business; Restaurants, Food and Beverage; Retail Business; Sports Marketing; Travel and Tourism. Includes archived titles back to 2006.
ERIC (ProQuest Version)
Journal articles, conferences, meetings, government documents, theses, dissertations, reports, audiovisual media, bibliographies, directories, books and monographs on education-related literature.

Databases: Demographics

Once you understand the market, and the target consumer, you can use demographic databases and tools to find geographic locations that will best support new retail units. The following databases allow you to find socioeconomic demographic and psychographic data by local geographic area (MSA: Metropolitan Statistical Area; state; county; zip code, etc.)

DemographicsNow This link opens in a new window
Geographically customized demographic data reports and maps. Identify patterns and trends regarding household expenditures, market penetration and location of goods and services.
All current Vanderbilt University students, faculty, and staff have access to this resource, both on and off-campus.
Social Explorer This link opens in a new window
Current and historical census data and demographic information: US Census, American Community Survey, religious membership, carbon emissions data, etc. Customizable maps, charts, and reports.
User Limit: 3.
Sage Data This link opens in a new window
Dynamically compare and manipulate statistical data to create tables, maps, and figures.