MAR3503 - Consumer Behavior

Home – Overview of the research guide and how to research.

Artificial Intelligence – AI ethics of library resources and best places to start your search.

Company/Industry Research – Links to databases like resources for researching companies and industries.

Articles – Links to database to access popular magazines and academic articles.

Consumer/Consumers Data – Search for consumer data, market research reports, psychographic data, census/government data resources, and survey data.

Product Level Data – Search for sales and product statistics in the following information sources: market research reports, analyst reports, government reports, and trade organizations.

Brands & Branding – Brands and branding research.

Market Research Data – Market research reports covering a wide range of industries and topics.

Citation Help – Guides for APA formatting.

1. Once you define your innovation and client (phase 1), you’ll need to find information about the industry and potential consumers (phases 2 and 3). Here’s where the Library Resources will be key.
2. For potential consumers (target market), keep in mind that the project is about something that doesn’t exist yet (the innovation), so you won’t find ready-to-use answers about the consumption of that innovation. Instead, you should:
   1. Use what you learned in class to generate hunches about the best potential target markets
   2. Use the library resources to refine your hunches and gain further insights into the sociocultural and psychological aspects of those markets.
3. As you look for consumer information, be prepared for some back and forth.
   1. Identify the information you need.
   2. Use multiple prompts and keywords to look for that information, knowing that you’ll have to tweak them along the way.
   3. List the sources that look relevant based on the title and then scan the abstract or the first pages. If it’s actually relevant, save it in a second list.
   4. Take notes of your findings as you read closely the materials on the second list. Write down how these materials change or support your ideas.

Here’s how to begin your research using the FSU MAR3503 LibGuide:

First Steps

• Start with the “Home” tab to understand the guide’s layout and goals.
• Use the FSU Library AI Tool to refine your topic and discover relevant sources.
  • Tip: Articles in NYT, WSJ, Fortune, Forbes, Bloomberg BusinessWeek are better than random articles on the internet.
  • Current general articles often talk about future markets better than academic articles, but academic articles often give better data to support their future market.

Key Research Tools

• FSU Library AI Tool & Mintel Academic “Leap” – For academic articles on consumer behavior and marketing strategies.
  • Mintel Academic allows you to look by category, trend drivers, demographics, and regional data.
• Business Source Complete/ABI-Inform Collection – For peer-reviewed journals and articles. Good for all-in-one searches of articles.
• Factiva & PrivCo – for company/industry information and competitors lists.
• Statista & IBISWorld – For market trends, consumer data, and industry reports.
• Mintel Reports – For in-depth consumer insights and segmentation analysis.

Conceptual Support

• Use the “Consumer/Consumers Data” tab to explore cultural and social aspects.
• Reference the “Citation Help” tab to ensure proper APA formatting.