Marketing Research – BUS 321
The purpose of this guide
is to help you locate current sources for researching a particular
market. Market share, business
plans, sales growth and demographics are all important pieces of
information necessary for building a powerful marketing plan.
This guide is not intended to be
a comprehensive listing of sources related to market research, but it
will give you a good start.
LIBRARY HOMEPAGE
http://library.uwsp.edu
PATH TO DATABASES:
Go to library homepage
http://library.uwsp.edu/
Click on “Article
Databases by Subject” under “Research
Point” tab
Go to the
“Business/Economics” link
-
-
Reference Books
Demographics USA Ref HA203 .D465
Contains demographic information – consumer expenditures, employment by occupations, retail sales by state, etc.
Market Share Reporter Ref HF5410 .M35
Annual compilation of market share data on
indexes by product, company and topic.
Editor & Publisher Market Guide Ref HF5429.3 .E43
This annual includes demographic data and projections and market
rankings by state.
Standard & Poor’s Industry Surveys Ref HG 4057 .A388
Excellent guides to specific industry trends, key ratios and statistics,
and how to analyze a company.
Business and Industry (11 vol.) Ref HF1001 .B796 2004
This 11-vol set includes theme-based articles on business and industry related topics. Volume 11 includes an
index to each volume in the set.
SIC Industry Classification Manual Ref HF1042 .S73 1987 & NAICS HF1042 .N67 2002
Classification scheme for industries (finding aid). Good tool to use for market, industry and competitor information and
research.
ABI/Inform Global (Proquest). Index to 1000 worldwide business periodicals for information on advertising, marketing, economics, human resources, finance, taxation, computers, and more. Also, information on 60,000+ companies [UWSP access only]
Business Source Elite (Ebsco)
Corporate ResourceNet (Ebsco)
Hoover’s
Academic Universe (Lexis Nexis).
Provides access to a wide range of news, business, legal, and industry
information.
-
Web Sites
Marketing Research
Association
While much of the information on this site is for members of the MRA,
there are useful links here,
such as the Glossary of Terms and links to related resources you may
find useful.
Market Research/Consumer Behavior (U Penn Library)
http://gethelp.library.upenn.edu/guides/business/consumerbehav.html
Includes links to useful
industry web sites and government data
Industries Web Sites (U Penn Library)
http://gethelp.library.upenn.edu/guides/business/industriesweb.html
BUSINESS PLANS
·
Library Catalog Subject Headings or Keywords:
“Business Planning”
“Business Plan?”
Entrepreneurship
·
Reference Books
Business Plans Handbook
Ref
HD62.7 .B865
This 10-vol set contains model business and marketing plans for a
variety of businesses.
Small Business Sourcebook:
The Entrepreneur’s Resource Ref
HD2346.U5 S66
A two-volume annotated guide to sources of information designed to
facilitate the start-up,
development and growth of small businesses.
·
Web Sites
Business Plans
http://www.bplans.com/sp/businessplans.cfm
Includes samples of selected business plans.
Business Plan Resources (U
of Wash Library)
http://www.lib.washington.edu/business/guides/bplans.html
Entrepreneurship & Small
Business Sites (U Penn Library)
http://gethelp.library.upenn.edu/guides/business/entreprenweb.html
Small Business
Administration
http://www.sba.gov/starting_business/marketing/basics.html
Provides some basic information on marketing.
LOCAL SOURCES
·
Library Catalog Subject Headings or Keywords:
Wisconsin (or specific
city or county as keyword)
·
Reference Books
Wisconsin Business
Directory Ref
HG4058 .W52
Listing of businesses by city and category.
·
Wisconsin Newspapers
Click on
“Article
Databases by Subject” under “Research Point” tab
Go to the
“Wisconsin/Local” link
·
Web Sites
Wisc. Dept. of Commerce
http://www.commerce.state.wi.us/BD
Provides business statistics and data for WI, including the state’s
business climate, county
personal income, economic indicator’s index, etc.
Wisconsin’s WORKnet
http://worknet.wisconsin.gov/worknet/
Excellent source for
tables and Portage County Summary.
Reference Sources
Entrepreneurship Resource Guide
The purpose of this guide is to help you locate up-to-date sources for researching a particular market. Information such as market share, business plans, sales growth and demographics are all important pieces of information necessary for building a powerful marketing plan. This guide is NOT intended to be a comprehensive listing of sources related to marketing.
Please feel free to ask the reference librarian for research help or to just get you started.
Reference Sources
Business Plans Handbook Ref HD62.7 .B865
2004
This 10-vol set contains model business and marketing plans for
a variety of businesses.
Demographics USA Ref HA203 .D465 2003
Contains demographic information –
consumer expenditures, employment by occupations, retail sales by state,
etc.
Market Share Reporter Ref HF5410 .M35 2005
Annual compilation of market share
data on U.S. companies, products and services, arranged by SIC code and with
indexes by product, company and topic.
Editor & Publisher Market
Guide Ref HF5429.3 .E43 2004
This annual includes demographic
data and projections and market rankings by state.
Ward's Business Directory: U.S. private and public companies Ref HG4057 .W38
Wisconsin Business Directory Ref
HG4058 .W52 2004
Listing of businesses by city and category.
Books
To identify relevant books, use the Library Catalog. Try searching by keyword:
Example:
-
"marketing" or "marketing plan"
Examples:
- Market segmentation--United States
- Target marketing--United States
- Consumer behavior--United States
Articles
To search for articles, you will want to use an index. To access the
business indexes, use the following path:-
Go to the Library Homepage
-
Click on "Article Databases by Subject"
-
Select the Business & Economics category.
-
This will lead you to important business indexes, such as:
- ABI/Inform Global
Provides abstracts and full-text articles from over 1,000 scholarly and professional journals covering industries, companies, marketing, finance, and other business topics. - Lexis/Nexis
Provides full-text articles from major business journals covering company and industry information and market news. Click on the “business” link on the left side within Lexis/Nexis and you will see a menu of options to search from, such as “business & industry” news or company information. - Hoover’s
Provides indepth information on companies, competitors, industry, financials, people, products and news.
Newspapers
Searching newspapers will provide you with the most up-to-date company information and is one of the best resources for local and private company information.
To find newspaper articles:- Click on the Article QuickSearch link from the Library Homepage
- Select the "Newspaper" category and conduct your search. You can choose the advanced search option for more precise searching.
Web Resources
Unlike library
databases, these Web resources are available wherever you have web access.
When
using web resources, be sure to evaluate the credibility of these resources.
Marketing Research Association
http://www.mra-net.org/
While much of the information on
this site is for members of the MRA, there are useful links here, such as the Glossary of Terms and links to
related resources you may find useful.
Small Business Association – Women’s Business Center
http://www.onlinewbc.gov/docs/market
Good general advice and links, such
as “Need to know how to develop a marketing
plan?” “Want some inexpensive promotional ideas or are you interested in
marketing and selling on the Internet?”
Wisconsin Department of Commerce
http://www.commerce.state.wi.us/BD/BD-COM-3999.html
Provides business statistics and
data for WI, including the state’s business climate, county personal income, economic indicator’s index,
etc.
http://worknet.wisconsin.gov/worknet/
Excellent source for Wisconsin’s
workforce and labor market information. Check out the data tables and
a Portage County Summary.