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MBA 798

Analyzing Competitors and Consumers

Information about competitors, customers, and consumers is important for market research and analysis. While databases like Business Source Complete are good sources of SWOT analyses and market information, pre-packaged reports don't exist for every company and are not guaranteed to provide datasets or the level of detail required for your research project.

This page lists sources of information for competitive analysis, including company profiles with information on key competitors, and for consumer analysis, including demographic and behavioral information.

Recommended Databases: Identifying Competitors

Recommended Databases: Consumer Information

Prepare for Your Search

Demographics or psychographics? Determining what type of consumer data you are seeking helps in selecting a database. Demographics are statistical data about a population (age, gender, and income, to name a few), while psychographics consider attitudes and opinions. Resources in the Consumer Research section are useful for psychographic research.

Data, information, or both? Consumer and market researchers use raw data, such as statistical tables provided by the U.S. Census, market reports, scholarly journal articles, news, and more. Defining what format and type of information you need can help you to select the right databases and sources.

Start with a report. Reports provide overviews and high-level statistics that can help you define and refine your search. Mintel is a great place to begin.
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