BA 317 Introduction to Marketing

LIBRARY RESEARCH


 

BA 317 INTRODUCTION TO MARKETING

Industry & Company Research
International Markets, Cultures
Business/Consumer Demographics
Advertising Resources
Finding Articles

 

Company / Industry Research

The following databases, web sites, and print publications include information on: parent companies & subsidiaries; company fact, descriptions & history, company financials (annual sales, quarterly financial statement); company stock symbol, and prices; company competitors; market shares; list of top officers; primary SIC (Standard Industrial Classification) code, or NAICS (North American Industrial Classification System)code, and more. In addition to company information some of these databases also include industry analysis.

  • Business and Company Resource Center
    Business and Company Resource Center is a fully integrated resource bringing together company profiles, brand information, rankings, investment reports, company histories, chronologies and periodicals.
  • IBISWorld
    Provides analysis on every industry in the US economy. Each report is written at the 5-digit level of the North American Industry Classification System (NAICS). IBISWorld also publishes Industry Risk Rating Reports and profiles, over 8,000 Publicly Traded US Companies as well as hundreds of Economic & Demographic Profiles.
  • International Directory of Company Histories
    DOCS REF HD2721 .I63
    Can be access via Gale Virtual Reference Library Click "Business" and then select volume. Provides a valuable reference source on international big business. Each entry provides basic factual information on the history of the company and a survey of its recent performance and activities.
  • Lexis-Nexis Academic
    Provides comprehensive coverage of current news, business and company information, government and legal information, and more.
  • MarketResearch.com Academic
    MarketResearch.com Academic is an international full text database of market research reports, which includes information on service industries, consumer goods, food and beverages, life sciences, demographics, heavy industry and technology/media. Full text reports are usually between 100 - 300 pages. Users can either browse by industry, or search for reports on specific topics.
  • Market Share Reporter
    DOCS REF HF5415.2 .M37 [On Business Table]
    Covers both international and U.S. market shares with over 3,600 entries, each with a descriptive title, data and market description, list of producers/products with their market share, numerous graphics, and more.
  • PrivCo
    PrivCo: The Private Company Financial Data Authority Provides financial data and revenues and additional intelligence on major privately-held companies, primarily U.S.-headquartered; coverage of private companies worldwide is steadily increasing. Also search and screen for data on private market investors (both firms and individuals), private mergers and acquisitions deals and deal multiples, private firm valuations, venture capital funding, private equity deal history, private and family ownership breakdowns, and more.
  • ReferenceUSA
    ReferenceUSA lists 14 million U.S. businesses. Information includes: business name, executive title, business type, sales volume, employee size, year established and more.
  • TableBase
    Provides statistics related to market size and share, budget/expenditures, company and brand rankings, and more.

INDUSTRY CLASSIFICATIONS

To learn more about the classifications systems see NAICS & SIC

  • North American Industry Classification System (NAICS)
    NAICS is a 6-digit code developed jointly by the U.S., Canada, and Mexico, but used internationally. Use the Keyword or Code search to look up codes and get descriptions. NAICS is also available via NAICS Association
  • Standard Industrial Classification (SIC)
    SIC is a system of 4-digit codes that attempts to classify all business establishments by the types of products or services. Even though NAICS officially replaced the SIC system in 1997, SIC codes still are used in some resources. Use the keyword or code search.

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International Markets, Cultures

  • Kiss, Bow, or Shake Hands
    Kiss, Bow or Shake Hands discusses cognitive styles, value systems, and negotiation strategies in different cultures. Over 70 countries are examined in terms of background, cultural orientation, business practices (e.g., negotiating, entertaining), and protocol (e.g., gestures, dress). Especially useful for preparing to do business with another country or studying abroad.

Advertising Resources

  • Ad $ Summary
    Information on where brands, products, companies and industries spent their advertising budgets. Use your duckID and password to get off-campus access to the library's databases, electronic journals and other electronic services.
  • SRDS Media Solutions
    "The SRDS database of media rates and information is the largest and most comprehensive in the world-cataloging more than 100,000 U.S. and international media properties." The library has online access to Business Publication Advertising Source®, Consumer Magazine Advertising Source, Newspaper Advertising Source®, and Radio Advertising Source, and TV and Cable Source.

Demographics

Business Demographics

 

This section includes information such as corporate density within a given geographic area, number of stores of a given company within a given geographic area, company size, and employee related statistics.

  • Bureau of Labor Statistics
    US Labor Department
    Various statistics and reports on labor related topics, such as business cost, salary and wages, employee benefits, and occupational outlook and projections.
  • Business and Industry Business economic statistics by geography, sector, and frequency.
  • Site Selection
    Valuable tool for finding the perfect site for your business. Although no mapping tools are available, Site Selection offers querying tools and provides a host of demographic and economic data of U.S. counties and cities to help the businessperson make the right choice.
  • Super Yellow Pages
    Useful for screening small businesses.
  • U.S. County Business Patterns
    US Census Bureau, published annually
    Economic data by industry in smaller areas of the country.

Consumer Demographics

  • American FactFinder
    Maintained by the U.S. Census Bureau, American FactFinder is the source for population, housing, economic and geographic data from Census 2010 and 2000.
  • U.S. Census Bureau
    Demographic characteristics, total population, and social and economic census data for the U.S. and international locations. Useful in determining market size.
    To generate data by subject, ethnic groups, or geographical locations use the Data Sets.

Consumers & Lifestyles

This section includes who buys what. Also see Bureau of Labor Statistics for demographic characteristics of labor force, consumer expenditures, and geographic profiles of employment and unemployment.

  • Consumer Expenditure Survey
  • Mintel Reports
    Provides market and consumer research reports across multiple international markets. Strong in consumer goods, food and beverage industry from American and European countries.
  • Sports Business Research Network
    This is a market research database which includes demographic information on consumers.
  • Tablebase
  • You are Where You Live
    This is the zip code look-up feature of MyBestSegments.com. PRIZM NE Segmentation System assigns every neighborhood in the U.S. to one of 62 clusters. Each cluster describes the predominant demographics and lifestyles of the people living in that neighborhood. MicroVision Standard Segmentation System defines 50 lifestyle types in the U.S.

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Finding Articles

To find journal, or magazine, or newspaper articles, search the following databases:

  • Academic Search Premier
    Offers indexing and abstracts for over 2,880 journals covering areas in social sciences, humanities, general science, and education. Provides full text for nearly 1,380 journals.
  • Business Source Complete
    Full text from nearly 930 journals covering business, management, economics, banking, finance, accounting and much more. In addition to the full text, this database offers indexing and abstracts for nearly 1,570 journals.
  • Factiva
    Factiva offers full text of 8,000 international business and general publications including the Wall Street Journal from 1984 to the present, financial profiles for companies worldwide and historical stock prices as well as current data and market indexes.
  • JSTOR: Electronic Journal Archive
    A fully searchable electronic database that contains the scanned images of over 100 major research journals in a variety of academic disciplines including business and economics, some of which began publication as early as the 1870s.
  • Lexis-Nexis Academic

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Created by kzhang on Jun 18, 2012 Last updated Nov 1, 2013