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COMM 332 Marketing Research

Industry and Company Analysis

Research can start with:

  •      a product description
  •       brand name
  •       company name
  •       industry sector description or keywords

Industries are made up of companies. Find out who is in the industry. Learn more about these companies and a picture of the industry will emerge.

Companies can operate in more than one industry sector. We often use the same sources for both industry and company research – they build on each other.
 

Definitions and guides to qualitative and quantitative research methodologies are in:
Sage Research Methods Online