Skip to Main Content
It looks like you're using Internet Explorer 11 or older. This website works best with modern browsers such as the latest versions of Chrome, Firefox, Safari, and Edge. If you continue with this browser, you may see unexpected results.

MKT 425 Marketing Strategy: Research Resources

Industry Classification

North American Industry Classification System (NAICS)

  • Use this site to find the NAICS code for the industry.

Research Industry and Competitors

  • Use the primary NAICS code to find a list of public companies and private companies in the industry.
  • Use the list of companies to identify competitors and research competitive companies.
  • Use the public companies' annual report (10K) to research the industry environment.

Industry Trends and News

  • Use the newspapers to research industry trends, new technology, legal issues, political trends, social trends

Find Industry Report

  • Search the content with the NAICS code you have identified. If you cannot find enough content, search the keywords from NAICS code descriptions. 
  • In the left column of the search result, limit the source type to industry profiles to find reports on industry environment.
  • Limit the source type to product reviews or trade publication to find new product development trends, industry and market trends.
  • Limit the source type to SWOT analysis to identify some competitors and review the Opportunity and Threat section to analyze the external environment.
  • Use Gartner to find new technology trends in your industry.

Consumer and Market Research

  • Click my reports, and then "all my reports" to view a list of reports that are subscribed by the Library.
  • Mintel reports cover mainly consumer goods and general consumer demographic trends and consumer behavior.  
  • Use tthe NAICS code to examine he Census Data from American Factfinder and evaluate market size, industry size and competitive landscape.

Subject Guide

Profile Photo
Grace Liu
Grace Liu, MBA, MSLIS
Business Librarian, Assistant Professor
T: 610-436-2917 |

Google Advanced Search

Google Web Search
West Chester University   ---    WCU Libraries  25 West Rosedale Avenue, West Chester, PA 19383  610-430-4400