Industry Research
Industry research is the process of gathering and analyzing information about a specific industry to understand its dynamics, trends, and influencing factors. This research typically focuses on aspects like market size, growth potential, competition, supply and demand, and external factors such as economic or political influences. It helps businesses make informed decisions, whether it's for strategic planning, entering new markets, or assessing risks and opportunities.
To start industry research, marketers must first identify their industry’s SIC (Standard Industrial Classification) code (OSHA SIC Search) or NAICS (North American Industry Classification System) code (Census NAICS). These codes classify businesses by industry and help marketers access relevant research and data. 1. www.ibisworld.com 2. www.genei.io
Free and Paid Resources for Industry Research
- Book of Lists, The (Phoenix Business Journal)Find the latest breaking Phoenix business news, updated throughout the day, some of this week's top stories from Phoenix Business Journal and other popular features from the print edition. The latest copy of Phoenix business news & the famous Book of Lists is located in the PVCC's Library's Career & College Resources section on the middle shelf, HF5068.P56 B56 (latest year).
- First Research (Mergent, Inc.) (For PVCC Students, Only!)Extensive industry research written from a objective business perspective to help you become a trusted industry advisor.
- Google TrendsConsumer search trends over time.
- IBISWorldIndustry analysis for forecasting and strategy.
- Kentley InsightsFree industry reports on revenue, growth, and forecasts.
- Mergent Intellect (For PVCC Students, Only!)Business and industry data, including NAICS and SIC lookup.
- NielsenConsumer behavior and media insights.
- StatistaMarket and industry trends, consumer insights, and economic data.
- U.S. Small Business Administration (SBA)Industry reports on economic data, financial trends, and demographics.
Book of Lists
Use the latest annual Book of Lists Index to locate Arizona businesses you might want to market to or collaborate with. Please notify John Chavez - Business Library faculty for help with your research at johxx04361@paradisevalley.edu .
Statistics
Free small business data and trends
There are many reliable sources that provide customer and market information at no cost. Free statistics are readily available to help prospective small business owners.
Consider the following federal business statistics in your market research and competitive analysis:
| Focus | Goal | Reference |
|---|---|---|
| General business statistics | Find statistics on industries, business conditions. | |
| Consumer statistics | Gain info on potential customers, consumer markets. | |
| Demographics | Segment the population for targeting customers. | |
| Economic indicators | Know unemployment rates, loans granted and more. | |
| Employment statistics | Dig deeper into employment trends for your market. | |
| Income statistics | Pay your employees fair rates based on earnings data. | |
| Money and interest rates | Keep money by mastering exchange and interest rates. | |
| Production and sales statistics | Understand demand, costs and consumer spending. | |
| Trade statistics | Track indicators of sales and market performance. | |
| Statistics of specific industries | Use a wealth of federal agency data on industries. |
Mar 25, 2025
Big Data in Marketing
Big Data in Marketing
Big data helps marketers analyze consumer behavior, preferences, and
trends. Key characteristics include:
- Volume – Large amounts of information.
- Velocity – Rapid generation of data in real time.
- Variety – Data in different formats (social media, web analytics,
financial transactions, etc.).