Abstract
ABSTRACT In today's competitive agribusiness climate, agribusiness professionals, and students perform research to develop new products for the marketplace. While traditional search tools such as AGRICOLA and CAB s are important for research, the content in those databases is mostly scientific in nature. Market research reports are an excellent resource for understanding the marketplace and for aiding researchers in new product development. This article defines and explains the purpose of market research and, by using a case study of an agribusiness course at a research university, compares the content from four market research products.
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