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BEM 221 Principles of Marketing: Market Research

Resource guide for BEM 221, Principles of Marketing (Narus)

Market vs. Industry Research

Market research includes trends, sales, competitors, forecasts, consumer profiles, really anything related to the current state of the market.  


Market research (unlike industry profiles) is organized around product categories rather than by NAICS code. Market research may use data gathered from focus groups, surveys, and analysis of secondary data.

Market Research Strategies


Use search terms such as:

  • (wellness OR fitness OR health) AND "higher education"
  • "market research" AND "college students"
  • (fitness OR health) AND (undergraduates OR "college students")

Recommended Resources for Market Reports

Search Term Suggestions:

  • Financial Lives of College Students
  • Marketing to College Students
  • Healthy lifestyles
  • Exercise trends
  • Marketing health to millennials

Suggested eBooks

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