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Marketing (MKT)


Marketing Research Guide

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (July 2013) 

Definitions approved by the American Marketing Association Board of Directors. Ranneberg

Marketing Research: 

Marketing research is the function that links the consumer, customer, and public to the marketer through information--information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications. (October 2004)

Definitions approved by the American Marketing Association Board of Directors.


Company, Industry & Market Research

Company Research Guide

  • Analyst Reports
  • Annual Reports & SEC Filings
  • Company Profiles
  • Competitors
  • Corporate Structure
  • SWOT Analyses

Industry Research Guide

  • Industry Classification
  • Industry Competition
  • Industry Profiles
  • Industry Reports
  • Ratios & Statistics
  • Trade Information

Market Research Guide

  • Advertising Expenditures
  • Consumer Behavior
  • Demographics & Target Markets
  • Market Research Databases
  • Product Research
  • Public Opinion & Viewpoints

Resources For McCombs Faculty & Students

Remote access to Capital IQ is provided for currently registered students in the following University of Texas at Austin, McCombs School of Business MBA programs:

  • Full-Time MBA

  • Evening MBA

  • Executive MBA

  • MBA at Dallas/Fort Worth

  • MBA at Houston

  • Executive MBA at Mexico City

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Only McCombs' constituents have access to, the following email domains will be accepted for account creation:


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The Financial Times is also available within the FACTIVA database.


SDC Platinum - Joint Ventures/Platinum E&R is available for McCombs students only.


Business Librarian

Loretta Wallace, MLS
Research Consultations:
PCL 2.312H
(512) 495-4271
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Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 2.0 Generic License.