This document discusses sources of information for conducting market research. It identifies two main types of research - primary research such as surveys and interviews, and secondary research using existing data sources. Some free sources discussed include government statistics, trade associations, and the British Library Business & IP Centre. For university members, additional sources like BusinessSourcePremier, Nexis, and Mintel can provide market research reports, company profiles, news, and industry intelligence. Proper use of these information sources and following license terms is important for effective market research.

1. Information sourcesfor
market research
Maria Mawson, University Library
m.b.mawson@sheffield.ac.uk
The
University
Library

2. Market research… why do it?
• “Awareness of market trends, consumer
behaviour and your competitors will enable you
to find a niche, and develop a business that
fulfils your customers’ needs.”
• British Library Business & IP Centre
http://www.bl.uk/bipc/resmark/index.html
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Market research…different types
• Primary (or field) research – the required information
does not already exist, so research is undertaken from
scratch e.g. surveys or interviews
• Secondary (or desk) research – data and information
that already exists and can be accessed in the
organisation e.g. government statistics, news
• The two types often complement each other, and market
research projects often incorporate both.
• Brassington, F. & Pettitt, S. (2007). Essentials of marketing. (2nd
ed.)
Harlow, England: Pearson. p.153

4. Sourcesfor desk research…
• Business and trade magazines and
journals
• Trade associations
• Company information
• Statistics
• Government publications
• Market research reports
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5. A cautionary tale…
• …from the
Dragons’ Den…
• Drag o ns' De n, [television
programme, online], 21:00
23/8/2010, BBC TWO, 63mins.
http://bobnational.net/record/2471
35, (Accessed 25/02/2015).
• http://
www.bbc.co.uk/dragonsden/entrepreneurs/letitiavalentine.shtml
(Accessed 25/12/2015)
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6. Feeor free?
• Not all information
is free, so your
options may be
restricted
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7. Starting points…
• RBA Business Information Resources
• University Library Subject guide to
Company & business information
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8. SOURCES AVAILABLETO ALL…
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9. Government information & statistics
• UK Office for National Statistics includes
national, regional and neighbourhood data
• Compendium of UK Statistics – includes
population, economy, social indicators and
environment
• The Library subject guide for statistics links to
more sources
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10. Tradeassociations
• Useful way of finding out more about a business
sector
• The Trade Association Forum site includes a list
of member associations
• e.g. Greeting Card Association has free
information about business start up & some
figures from the latest market report. Full report
free to members
The
University
Library.

11. Sheffield Business& IPCentre
• Help to start, run and
grow your business
• Free access to
business and
intellectual property
databases and
information
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12. British Library Business& IP
Centre
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13. SOURCES FORUNIVERSITY
MEMBERS

14. BusinessSourcePremier
• Content from
magazines, trade
publications, industry
profiles, market
research reports,
company profiles
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15. Nexis
• News and business
information service,
used by businesses
to gather intelligence
about markets,
companies etc.
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16. Mintel
• One of the UK’s best
known providers of
market intelligence
information
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17. Licenceterms& conditions
• Digital resources that the University
Library subscribes to are subject to
licence terms and conditions, which
authorised users must follow
• For more information see
http://www.shef.ac.uk/library/licences/licence
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18. To
Discover
And
Understand.