Market Research

Market Research is the process of gathering data on a market. This includes information on the current and potential customers, as well as the competitive landscape of the market. Market research can be primary (you collect directly from customers) or secondary (published data from another organization's research.) Secondary research will often NOT contain exactly the questions or data that you need to prove your market.

This guide focuses on secondary research tools and databases available at FSU. For primary search strategies and techniques please consult Sage Research Methods Online as this is a comprehensive resource for creating and managing primary research of all sorts.