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COMM 4360/4366 - Advertising Media & Account Planning (Spring 2023)

Find industry and market information for your media & account planning reports.

The Importance of Industry Research

Image of a person teachingIndustry research entails investigating the factors that affect entities that produce goods and/or services to meet similar market needs. The scope of this research may vary based on geography or other characteristics. In industry research, researchers must appreciate that an industry’s key characteristics will affect the relative availability and robustness of content. In other words, industry content is available along a spectrum.

The industry that your company belongs to may be very broad, so it is important to consider which factors and influences are most applicable to the key concerns of your company's specific niche.

Industry Research Resources

The following library databases contain resources for industry research. Read the description below each link to learn what you can find in that database.

Developing Search Terms

You might be used to using natural language searching when you use Google, meaning you use everyday terminology and perhaps even complete sentences to find what you need. However, you'll notice that same strategy is not as effective in the libraries' databases. Instead, you'll need to spend some time identifying the keywords from your research topic or question and using those as a starting point for developing effective search terms. The following video goes into more detail on what this process can look like:

Video Transcript

If you want to learn more about developing search terms and other search strategies that will help you find the information you need, you can complete the Search Terms and Strategies online lesson, or use the worksheet to guide your process.