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[T586]The Market Research Industry

by Deborah Henken And Susan Henken, Deb

Solid information is critical, the basis for making any marketing plan or decision. Yet, finding that information is easier said than done. The Internet seemed like it would be a quick fix to the problem. While the Internet does serve as a bountiful source of business statistics and information, it has thus far proved both a blessing and a curse for business research. The information on the Net can be inaccurate and difficult to locate without spending a lot of time with fruitless searching.

Clifford Stoll says in his book, Silicon Snake Oil, "There is no easy, complete access to information. Never was. Never will be." Although there may be no quick and easy source for accurate business information, we offer in this article a few places to look for helpful data.

The Personal Touch
Unlike much Internet information, libraries are not only catalogued and organized, they offer the most user-friendly sources of business information available: librarians. These wizards of information provide the personal touch by expertly guiding us through the ever-increasing maze of available knowledge. Infinitely patient people, librarians spend most of their time gently guiding those of us who search for business information but don't know where to find it. Whether your questions concern finding dates of trade shows or defining prospect lists in a special database, the staff of a good business library is trained to help.

The Internet
You don't need to end up disappointed when you try to collect business facts on the Internet. To help lower your frustration level, we recommend the following addresses for free on-line research. Groups such as universities, governments or professional associations generally maintain these sites.

U.S. PATENT &TRADEMARK OFFICE
patents.uspto.gov
Completely devoted to patent information, including search engines for a variety of categories.

UNIVERSITY OF MICHIGAN
www.lib.umich.edullibhomeIDocuments center/frames/statsfr.html
Well organized and maintained site with a variety of hyperlinks to useful information including Census Bureau data, Securities Exchange Commission (EDGAR) filings and U.S. Industrial Outlook statistics.

SPECIAL LIBRARIES ASSOCIATION
www.sla.org/pubslitotp/
Another excellent site with hyperlinks to the Wall Street Journal Interactive edition and Hoovers On Line Research, among others.

U.S. CENSUS BUREAU
www.census.gov/econ/wWW/ econ_cen.html
Economic census data including industrial products overview, annual survey of manufacturers and other good industry information.

WALL STREET JOURNAL
www.wsrn.com/
Stock market information, excellent research hyperlinks including one providing connections to local newspapers and periodicals throughout the country.

DEMOGRAPHICS JOURNAL
www.amcity.com/journals/demographics
Articles about demographics and trends throughout the country including a search engine.

INDUSTRYNET ASSOCIATION
www.industry.net
Great site for industry news/information including press releases and hyperlinks to companies.

U.S. DEPARTMENT OF COMMERCE
www.fedworld.gov
Hyperlinks to a wide variety of federal departments including WorldTech-Foreign Technology Alerts.

Just be careful, information alone can only take you so far. As Clifford Stoll says, “No amount of data, bandwidth or processing power can substitute for inspired thought." We hope you use the research tools presented here with confidence, but always remember, it is up to you to process this data and convert it into good, profitable business decisions.

With car companies putting out commercials and ads specifically targeting groups of consumers, like women, young people, parents with small children, and even successful CEOs, does anyone wonder where

they're getting their information? The answer: market research firms. The business of capturing information about segments of the consumer population has become a business in and of itself ? and a big one at that.

For example, let's start looking back at 2005 when Harris Interactive ? the 15th largest marked research firm in the world ? conducted a study to find out what automotive brands people felt were not only the most technologically savvy, but also which brands were perceived to be driven by socialites. Six brands made both lists: Volvo, Jaguar, BMW, Lexus, Mitsubishi, and Isuzu.

While the results are no surprise to the first four on the list, Mitsubishi and Isuzu have never actively tried to position themselves in either market. Currently, Isuzu offers four models to U.S.

consumers ? its high-performance SUV "Ascender" ? and three pickup trucks: the i-290 Extended Cab, the i-370 Crew Cab, and the i-370 Extended Cab. One wouldn't necessarily assume that when the majority of your line are pickups ? traditionally marketed to Middle America for their rugged hauling and towing capacities ? that you'd be perceived as a company known for progressive technology and appealing to socialites. But, in all honesty, that should be no surprise either.

Isuzu's recent upgrades, like the i-370's Crew Cab Comfort Package proves that Isuzu drivers appreciate luxury as much as anyone else.

It includes high-back 8-way power driver seats (and 6-way power seats for the front passenger) with lumbar support and integrated adjustable head restraints. The driver window controls are one-touch automatic and the steering wheel is leather-wrapped. In addition to the CFC-free refrigerant air conditioning and an AM/FM stereo with 6-disc in-dash CD changer, it offers a state-of-the-art 6-speaker audio system.

The i-370 also excels when it comes to desired safety features. The pickup boasts an automatic front-passenger airbag suppression system, power locks, remote keyless entry, and a content theft-deterrent alarm system. The interior is available in cloth or leather.

With ten exterior paint options to choose from like Deep Crimson Metallic and Pacific Blue, the pickup looks like it should sport a much higher price tag. It's truly and impressive looking vehicle.

Driving the i-370 is bound to prove that this ain't your grandfather's pickup. All that power handles as beautifully as many luxury cars handle thanks to a hydraulically assisted rack-and-pinion power steering system , triple door seals to block road noise, and Isuzu's own Electronic Traction Control.

So with all this, it's no real surprise that Isuzu ranked right up there with legacies of luxury like BMW and Lexus. In an effort to design the best possible product for their buyers, they ultimately opened the door to markets they weren't specifically aiming for. But that just goes to show you that comfort, performance, and style appeal to everyone.

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Both Deborah Henken And Susan Henken & Barry Neilson are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

Deborah Henken And Susan Henken has sinced written about articles on various topics from Marketing, Brochures and Marketing. . Deborah Henken And Susan Henken's top article generates over 2900 views. to your Favourites.

Barry Neilson has sinced written about articles on various topics from Jamaica Vacations, Travel and Leisure and Jamaica Vacations. The interior was VERY roomy. People thought I was crazy to get an Isuzu... But boy were they wrong! The. Barry Neilson's top article generates over 5400 views. to your Favourites.