Market Research Basics: Introduction

Purpose of Module

This module is an overview of research strategies and information sources for market research. By completing the module, you will:

• Be introduced to strategies for market research and information sources beyond Google searches
• Understand how to use different sources of business information to find data and reports that answer market research questions

This module focuses on information sources that are freely available online or through North Carolina public libraries. Pages also include some relevant subscription databases accessible to UNC Chapel Hill affiliates (full list of business databases here. These electronic resources are licensed by the Library at the University of North Carolina at Chapel Hill for non-commercial use by students, faculty, and staff of the University for their study and research purposes.)

This module is not a comprehensive guide to market research, which is highly specific to your product, service, or venture. This module is for educational use.

If you have specific questions after completing the module, consultation appointments are available for UNC students, faculty, staff, and community members to talk about your market research questions.

Organization of Module

The first section lays the foundation. You'll find definitions of source types and learn about the North American Industrial Classification System.

The remaining sections cover how to use information sources to answer market research questions. Along the way, you'll be able to practice doing searches and check your knowledge.

This module is inspired by and includes some content adapted from resources created by Morgan Ritchie-Baum at Greensboro Public Library, Alice Kalinowski at Stanford University, and Sally Armstrong at the University of New Brunswick.