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Market Planning Idea
 

Market Research: Surf's Up!

About market research — keep it short; keep it simple. You're not writing your doctoral dissertation, you're getting basic information about a potential target market.

Search Engines: A World At Your Finger Tips

Internet search engines and information servers, the local library and Chamber of Commerce are good places to start finding out about potential market groups. You'll want to gather general information as well as market size and sales potential in your territory. Among the more powerful internet search engines and information servers are:

  • Google

  • Excite

  • Ask

  • Vivisimo

  • Metacrawler

  • High Beam

  • Global Network Academy Meta-Library

  • Yahoo!

In addition to market-specific Web sites, check back issues of local newspapers, business journals, and company publications. Do they mention any personalities or companies of influence?

Groups to Contact

  • Local Chambers of Commerce / Trade & Business Associations

  • State Legislature/Secretary of State (Ask for a list of registered professional / trade / business associations.)

  • Professional List Services — There are many good ones, some most frequently used:

    1. Dunhill (New York): (212) 682-8030

    2. Zeller-Letica (New York): (212) 885-7512

    3. Dun & Bradstreet (New York): (800) 526-0665

  • American Management Association
    135 W 50th Street
    New York, NY 10020
    (212) 903-8270

  • National Trade & Professional Associations of the U.S.
    Columbia Books, Inc.
    1212 New York Ave., NW
    Suite 330
    Washington, DC 20005

  • Disclosure Incorporated provides free information on companies listed with the Securities & Exchange Commission.

    Disclosure Incorporated
    5161 River Road
    Washington, DC 20016
    (301) 915-1300

Reference Materials

  • Gale's Encyclopedia of Associations (Available at most libraries.)

  • Yellow Pages

  • Standard Rate & Data Service (SRDS) — List of trade and professional magazines (Available at most libraries.)

    SRDS — Trade Magazines
    3004 Glenview Road
    Wilmette, IL 60091
    (312) 256-8333

  • Pocket Media Guide — List of 700 trade and professional magazines. Free copy available when requesting a copy on company letterhead.

    • Media Distribution Services
    PRA Group
    Dept. P
    307 W 36th Street
    New York, NY 10118

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