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MKTG 336: Marketing Resources

Research strategies and resources for MKTG 336 Direct and Interactive Marketing with Dr. Paula Morris

Page Overview

  • Target market, consumer reserach resources
  • Select marketing associations for news, trends, etc.
  • Select eBooks on generations, consumers, demographics
  • Marketing plan resources

For more help, visit the guides below:

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.

Marketing Plan Toolkits & Guides

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.

Select E-Books