Lesson 3: Using Market Research
Objectives
In this lesson, you will learn to:
- Locate key market data using market research reports
- Use the databases selection tool, also known as DIALINDEX®, to choose databases
- Use the REPORT TITLES feature
Introduction
An important part of competitive analysis is gathering market research on an industry or a company and its products. Dialog offers a premier collection of fulltext market research reports on its Dialog service. Market research reports can provide valuable data on the size, growth, and potential of an industry in the United States and worldwide markets.
Our researcher, Chris, has received a request for market research reports. In this lesson we'll review Chris' techniques step-by-step as he gathers the market data needed to fill the following query.
Chris —
We are considering adapting our line of fax machines into multifunction devices, i.e., a combination printer/copier/fax. Can you get an industry expert's market forecast or overview as to whether or not there is a growing market for this product?
Bev
Step 1: Finding the sources
My first step for this request is to take a look at the contents of the databases that contain market research.
Publishers who provide "syndicated" market research, also referred to as "off-the-shelf" research, gather data through extensive interviews with key industry leaders and specially commissioned consumer panels and surveys. Suppliers of this type of research develop expertise in particular areas and often sell the reports to customers as a publication series.
"Custom" market research, on the other hand, is done under contract with private clients, tailored to their specific need and is not disseminated widely.
Dialog offers a collection of market research reports that provide detailed, in-depth analysis of various industries from both primary and secondary sources. This group of databases is called the MARKETFULL collection.
The reports in MARKETFULL contain key statistics on market share and sales; many of the statistics are derived from quantitative analysis methods unique to the individual publishers. In addition to a standard methodology, the publishers usually follow a predictable report structure. 
I'll use this collection as my starting point.
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