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MGMT 429: Consumer Research

This guide contains recommended strategies and resources for MGMT 429 Small Business Consulting, with a focus on the Consulting Team Project.

Salisbury & Maryland Resources

These resources could help determine target market size for the geographic/market area around Salisbury, MD.

Trends, Reports via Marketing Trade Associations

Browse these association websites for trends, updates, and reports on the marketing industry. While the information may not pertain to your company's industry, it may spark ideas for your marketing plans.

Target Market & Consumer Research

With any research endeavor, it is crucial to ask yourself as many questions as possible to ensure you are thinking critically about the subject. For target market research, consider not just the age, but the lifestyle, gender, household size, location, culture, and other factors that would influence that market's consumer tendencies. Alternate your focus between the company/product and the consumer (who would buy X product? would person Y buy it? what prevents them from doing so? what could the company/product do to change this?).

As you research, look for data/information that answers these questions. If you have trouble finding data/information to support your theory, you may be asking the wrong questions, or are trying to shoehorn data to support an answer that you created from the start. Let the research process guide you to the answer rather than begin your research with an answer in mind.

Databases for Scholarly Articles, Research

Try searching databases by keywords describing your product/service. One search strategy could be to search by industry code AND keywords such as "consumers" or "market."

Demographics eBooks