MKTG 382: Buying Behavior and Analysis: Secondary Marketing Research

Research resources for MKTG 382, Winter 2018

Beverages: alcoholic and non-alcoholic

For this assignment you will need to research the radio industry, both "traditional" and streaming. While your assignment focuses on local, non-profit radio, you will need to understand the radio industry as a whole, including the larger stations for-profit stations. When you are searching for information, be aware of some slight differences between terminology. Internet or streaming radio is a separate industry from radio networks and stations. To get a full picture of the radio industry, you will need to look for information on both. 

  • Radio Stations, as defined by NAICS, are establishments engaged in broadcasting programing that may or may not originate from the station. This means these are the physical stations. This does not apply to internet or streaming audio. 
  • Radio Broadcasting or Radio Networks, as defined by NAICS, are establishments engaged in developing programing and transmitting programing to affiliates (radio stations). This does not apply to internet of streaming audio. 

When searching for articles related to local radio, use terms like, community radio, non-profit radio, or noncommercial radio. Terms like listenership, donors/donations, fundraising, and audience may help you find out more info on who is listening and how or why they support local radio. 

Use the sources below to find secondary sources related to the multiple industries, current trends, and consumer behavior related to the these products.  

Using Business Source Complete and IBISWorld

Business Source Complete Video (Video will open in another window)

IBISWorld video. Video will open in another window.

 

Current Trends and Background

Local Business and Local Market

Competitors

Consumer Behavior

Technology Use

Using Business Source Complete and IBISWorld