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COMM 4360/4366 - Advertising Media & Account Planning (Fall 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.