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MKTG 301 Principles of Marketing

 

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Nancy H. Dewald
Title: Reference Librarian


Nancy H. Dewald

Thun Library 107

610-396-6243

nxd7@psu.edu

TEXT the Berks librarians at 484-650-3584

Course Info

Course Name:
  MKTG 301 Principles of Marketing
Semester:
  Spring
Campus:
  Penn State Berks
Instructor:
  Ada Leung

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Introduction

Note: All resources in this guide open in a new window.

Some market research has been done for you already, available in:

Mintel Reports : Market research reports for the U.S. and European consumer markets

You will need to create your own password to login to the Mintel database.

 

To do additional secondary market research, you will need to find

  • Demand information
  • Competitive information
  • Political-Legal, Economic, Technological, and Sociocultural information

See the accompanying tabs for help in finding this information.

Find DEMAND Information

SimplyMap : Create professional quality thematic maps and reports using extensive demographic, business and marketing data

  • You will need to create your personal workspace with your email and a (new) password.
  • Use Firefox, as Internet Explorer is not friendly to this database

Easi Demographics : A main source behind SimplyMap, with custom reports at various prices, some very reasonable.

U. S. Census Bureau : See the People and Business tabs at very top.

NAICS Code Search : North American Industry Classification System

  • NAICS (pronounced "nakes") is a classification system established by the federal government for collecting business and industrial statistics. Useful for finding all info on a given industry in commercial and government databases.
  • Type a term into top left search box to search for the code.

American Customer Satisfaction Index

  • Produced by the University of Michigan's Ross Business School, the ACSI measures 10 economic sectors, 41 industries (including e-commerce and e-business), and more than 200 companies and federal or local government agencies and scores them based on criteria measuring customer satisfaction.
  • Sample search: Search for demand information on satisfaction in the restaurant industry. Keyword: restaurants

Find COMPETITIVE Information

IBISWorld : Full text industry market research reports

Sample search: Search "All Databases" for 'restaurants.' See results under

  • Industry Market Research
  • Industry Risk Ratings
  • Business Environment

Plunkett Research Online: Market research, industry statistics, trends, and analysis of top companies

Hoover's : Company and industry information

Access World News (NewsBank) : Full-text newspapers from around the country and the world

Sample search:

  1. Select Pennsylvania Newspapers on the left (Notice the Reading Eagle is included from 12/2006 to present)
  2. Add 2 rows to the search boxes and type this search:

All text: reading pa
AND All text: restaurant
AND All text: financial or business
AND Date: last 5 years (select this from drop-down menu)

Note: Access World News automatically searches both singular and plural forms of words.

 

 

 

Trade Associations: Trade associations often have information on their industry. If you know of a trade association pertinent to your industry, go to their Web site. If you need to locate one, see (a) individual reports in Plunkett Research Online, under "Industry Associations," select "View all associations"; or (b) individual IBISWorld industry reports, under "Additional Resources" are some associations. You can also do a Google search of key terms and "association."

Example: American Bankers Association at www.aba.com

Find POL-LEGAL, ECON, TECH, and SOC Information

Business Source Premier: Contains business journals and magazines, many in full-text or linked to full-text

Start with keyword searching, then in the Results List notice what Subjects are useful for your topic and do a new search with those Subjects.

Sample search 1:       restaurants (as a Subject) 
                              AND consumer behavior (as a Subject)

Sample search 2:       restaurants (as a Subject) 
                              AND advertising spending (as a Subject)

 

ABI/INFORM: Contains business periodicals and news sources, many in full-text or linked to full-text

Start with keyword searching, then in the Results List notice what Subjects are useful for your topic and do a new search with those Subjects.

Sample search 1:       restaurants (as a Subject) 
                              AND consumer behavior (as a Subject)

Sample search 2:       restaurants (as a Subject) 
                              AND advertising expenditures (as a Subject)

 

 

ProQuest Statistical Insight: Finds reports with statistics, many in full text

Sample search:  restaurant*
                         AND consumer spending

 

Access World News (NewsBank): Full-text newspapers with news (for example) about restaurants in Greater Reading

Sample search:

Select Pennsylvania Newspapers on the left (Notice the Reading Eagle is included from 12/2006 to present)

Add 2 rows to the search boxes and type this search:

        All text: reading pa
AND All text: restaurant
AND All text: financial or business
AND Date: last 5 years (select this from drop-down menu)

Note: Access World News automatically searches both singular and plural forms of words.