MKT 2120-001 Buyer BehaviorJanuary 24, 2008

Library Research and Resources

Dan Overfield

Marketing StrategyProblems

• The Academic Library

– Brand identity

– Product differentiation

– Web vs. licensed content

Primary Research

• ABI/Inform Proquest

• Business Source Premier

• Business & Industry

• Lexis-Nexis Academic

All available from the “databases by title” link

ABI/Inform

ABI/Inform

FIND IT

Business Source Premier

Business & Industry

Business & Industry

Lexis-Nexis (News Search

Lexis-Nexis (News Search)

Lexis-Nexis (Business)

• Public and Private Company Profiles • SEC Filings• Accounting Literature• Country Information• Tutorials

Lexis-Nexis (Business)

Secondary ResearchAll available from the “databases by title” link

• Marketline• Worldwide company and industry reports

• Market Insight • U.S. Company and Industry Reports from S&P

• MarketResearch.com Academic • Industry and Demographic Market Research

• GMID (Euromonitor)• Global Statistics, Demographics, Reports, Data

• Business Insights• Detailed Market Research Reports

Segmentation Analysis

• GMID – Library’s Databases by title link• (Future Demographics, Spending Patterns, Population, Financial

Statistics)

• U.S. Census Bureau. - FREE• American Fact Finder

• SRDS Lifestyle Market Analyst - BOOK• Available at the Research Desk in Falvey Memorial Library

• MarketResearch.com Academic • Economist Intelligence Unit – market indicators

• Customized data are available for many.

GMID (Euromonitor)

GMIDMarket Size (‘000) for US Teens

GMIDUS Consumer Lifestyle Reports

GMIDFuture Demographics

EIU – Market Indicators

Print Items (Books)

• SRDS Lifestyle Market Analyst – Reference Desk• Stats and data on people, places, and interests

• American Generations – HC110.C6M545• Reviews and analyzes U.S. Government Data

• Demographics USA – HC110.C6S847• Nationwide rankings by area

• Encyclopedia of Advertising – HF5803.A38• Multi-volume set that chronicles the history of advertising efforts

• Best Customers – HC79.C6R87• Which people spend the most on particular items

• Encyclopedia of Major Marketing Campaigns – HF5837.E53• Historical review at various marketing campaigns by company.

Library Catalog

• Search by keyword, author, title, etc.

• Search for a “Subject Heading” when you don’t have titles, authors, keywords, etc.

• We have 19 titles on “Market Segmentation”

Survey Data

• Roper Center For Public Opinion Research • Available on the “databases by title” link

• Free Websites– Information found on the public web should be reviewed

using criteria available on the library’s “tips and guides” page.

Roper Center

Roper Center

Roper Center

Roper Center

Free Survey Tools

I used Google and found two:

• SurveyMonkey• Zoomerang

Citations and Details

• The project is graded on appearance as well. Please follow the Journal of Consumer Research Style Guidelines when citing your sources.

• JCR STYLE GUIDELINES

Questions?

• ASK!

• Bartley 2008 is our research consultation office– Make appointments, stop by, email, call, or

even text me… – We can help you improve and expedite your

research for this and other classes.