New Product Marketing Research
The steps outlined below are questions that a company would consider in the
process of introducing a new product. Examples of sources are given as guidelines
in answering similar questions for any product introduction. This is not
intended to be the extent of the research needed for an actual case.
Planning Product Research
- Where are lists of sources relating to this product?
- Encyclopedia of Business Information Sources. 2002.
(Ref. HF 5351 E93) & Emerald Coast Library - Under "product name"
- Search the online catalog for books in the library - Under "name of industry"
or "product management" or "new products."
- Search MetaLists on the Internet.
- Where can I find information on the background and outlook of
the industry?
- Where can I find current literature relating to this product or
industry?
- Where can I find statistical data relating to this product or
industry?
- FactSearch (FirstSearch) -
Enter the words "consumer electronics"
to find summaries of articles containing data on
that industry.
- Lexis-Nexis Statistical Universe -
Indexes statistical sources
- TableBase
(RDS) - Provides tables of data retrieved
from journals and other publications
- See UWF Library ELi Guide: Statistics
- Trade Associations - See above
- Where can I find market research reports previously
published on the product?
- Investext Plus (Gale) - Provides reports written by
investment banks and research firms
- How can an invention be produced and
marketed?
Product Descriptions
- What is the SIC or NAICS classification
code for the product?
- What are the attributes of the product that distinguish
it?
- Consumers' Guide to Product Grades and Terms. 1993.
(Ref. TX 335 C669)
- Which brand names already exist?
- Which government regulations/legal issues need to be
considered?
- How is copyright compliance assured?
- What is the process for applying for a trademark or
patent?
Product Marketing
- Which products dominate the market share in this
industry?
- Who are the competitors in the industry?
- Consumer Product and Manufacturer Ratings. 1992.
(Ref. TX 335 C66)
- D&B U.S. Dun's Market Identifiers
(DataStar/DBUS) -
Provides comprehensive lists of companies by SIC code, ask Librarian
for assistance.
- Mergent's Industry Review. Biweekly.
(Ref. Desk HG 4907 M66)
- Million Dollar Directory (D&B). Annual.
(Ref. Desk HC 102 D8)
- Products, Industrial & Consumers
(Dialog/Dial Index) - Ask Librarian
for assistance.
- Who are the potential consumers for this product?
Businesses? People?
- D&B U.S. Dun's Market Identifiers
(DataStar/DBUS) - Provides comprehensive
lists of companies by SIC number and is useful for identifying potential business
clients. Ask Librarian for assistance.
- Simmons... Study of Media and Markets. 1992. (Ref. HF 5415.3 S55)
- Where are studies of consumer buying behaviors?
- American MarketPlace: Demographics and Spending Patterns. 2001.
(Ref. HA 214 A6) - Provides data on consumer spending in the U.S.
- Demographics USA. Annual. (Ref. HF 5415.3 S8)
& Emerald Coast Library - Formerly Survey of Buying Power, provides demographic and
marketing data on the county, city and zip code levels
- Household Spending. 2001.
(Ref. HC 110 C6 T72) - Tables on "who spends how much on what"
for the U.S.
- LifeStyle Market Analyst. 2001. (Ref. HF 5415.33 U6 L54) -
Describes life styles in many geographic areas of the U.S.
- Where are product reviews located?
Producing the Product
- Where would raw materials or parts be obtained?
- Thomas Register of American Manufacturers. Annual.
(Ref. T 12 T6) & Emerald Coast Library
http://www.thomasregister.com - Lists thousands of
manufacturers by type of product
- Which standards exist in the industry for this
product?
- DataPro Product Specifications
(Dialog/File 752) - Covers specifications for products in
computer, communications and office technology
- Index and Directory of U.S. Industry Standards. 1985.
(Ref. T 59.2 U6 I5)
- NSSN: A National Resource for Global Standards
http://nssn.org
- Specifications and Standards. 2000. (U.S. Doc. GP 3.22/2:231) -
Lists government publications that give standards and specifications
- Underwriters Laboratories
http://www.ul.com/info/standard.htm
- Web Servers Providing Standards Information
http://www.iso.ch/iso/en/ISOOnline.frontpage
Promoting the Product
- How can advertising agencies, research firms and marketing
consultants be located?
- Adweek's Directory of Interactive Marketing. 1998.
(Ref. HF 5415.1264 A35) - Lists companies that assist in marketing online
- AMA Members and Marketing Services Directory. 2003.
Ref. HF 5410 A46a)
- Bradford's Directory of Marketing Research Agencies and
Management Consultants in the United States and the World. 1999.
(Ref. HF 5415 A2 B7)
- Consultants and Consulting Organizations Directory. 1999.
(Ref. HD 69 C6 C647),
Gale Business Resources Integrated
- Encyclopedia of Major Marketing Campaigns. 2000.
(Ref. HF 5837 E53)
- O'Dwyers Directory of Public Relations Firms. 1999.
(Ref. HM 263 O37)
- How are advertising dollars being spent by competitors?
- Ad$ Summary. 2001. (Ref. HF 5801 A18)
- Which media should be used for advertising?
- Bacon's Business Media Directory. 1995. (Ref. P 88.8 B33) -
Print & broadcast business media
- Bacon's Media Calendar Directory. 1995. (Ref. PN 4877 B32) -
Editorial calendars and profiles
- Gale Directory of Publications and Broadcast Media. Annual.
(Ref. Desk Z 6951 A97) & Emerald Coast Library
- Broadcasting & Cable Yearbook. 2003/2004. (Ref. HE 8689 B77)
- Editor and Publisher International Yearbook. Annual.
(Ref. Desk PN 4700 E41) & Emerald Coast Library
- What are the advertising costs and market coverage for
the various media?
- Standard Rate and Data Service:
- Business Publication Advertising Source. (Ref. HF 5905 S723
and SRDS)
- Direct Marketing List Source. (Ref. HF 5861 S72
- SRDS Circulation. Annual. (Ref. HF 5905 A57) &
Emerald Coast Library
- SRDS Community Publications Advertising Source.
(Ref. HF 5905 S73)
- SRDS Consumer Magazine Advertising Source. (Ref. HF 5905 S725
and SRDS)
- Radio Advertising Source. (Ref. HF 5905 S74
and SRDS)
- Television and Cable Source. (Ref. HF 5905 S745)
and SRDS)
- What are the sources for direct mail promotion?
- Direct Marketing Market Place. 2004. (Ref. HF 5415.1 D57)
- Direct Marketing List Source. (Ref. HF 5861 S72
- Where and when are trade shows in this industry
held?
- Trade Shows Worldwide. 2000. (Ref. T 394 T723)
- How are channels of distribution located? Wholesalers?
Retailers?
- American Wholesalers and Distributors Directory. 1999.
(Ref. F 5421 A615) & Emerald Coast Library,
Gale Business Resources Integrated
- D&B U.S. Dun's Market Identifiers
(DataStar/DBUS) - Provides comprehensive lists of
companies by SIC code. Ask Librarian for assistance.
Placing the Product
- Which geographic market would be appropriate?
- Best Customers. 2001. (Ref. HC 79 C6 R87)
- "Demographics of consumer demand"
- Demographics USA. Annual.
(Ref. HF 5415.3 S8) & Emerald Coast Library - Continues Survey of Buying Power, provides
data at county, city and zip code levels
- What are the market trends in the geographic
market?
- Markets of the U.S. for Business Planners. 1996.
(Ref. HC 106.8 M333)
- U.S. Market Forecasts. 1998. (Ref. HB 3730 U6)
& Emerald Coast Library
- U.S. Market Trends and Forecasts. 2001. (Ref. Desk HF 5415.1 U7)
- What are the demographic statistics for the area?
- Editor and Publisher Market Guide. 2004.
(Ref. PN 4700 E415) & Emerald Coast Library
- UWF Eli Pages: Demographics, and
Statistics
- What are the possibilities of marketing
internationally?
Shari Johnson
Business/Government Documents Librarian
University of West Florida Library
Date Last Updated: April 2004
Links Maintained by Bryan Reingruber: May 2006
