Marketing Research -- Business Administration 424

This guide is to familiarize you with some of the resources available in the Cofrin Library on the subjects of business and marketing to support your group project.

Basic Resources
Household Spending Reference HC110.C6 O34 2006
Market Share Reporter Reference HF5415.2 .M374 2005
American Generations Reference HC110.C6 M545 1998
Best Customers: Demographics of Consumer Demand Reference HC 79 .C6 R87 206

Article Indexes and Databases

To connect to these resources from off campus you will be prompted to enter your username and password, the same username and password you use to log onto the campus network or to check your UW-Green Bay web account from off campus.

Keep your key terms simple to start. For example, I did a search for sports drinks in ABI and retrived over 500 results. Once you have scanned the first few screens of your large list you may want to think of other terms to add to narrow your results. For example, a search for sports drinks and market share returns 76 results.

ABI/INFORM Global
Description : Indexes and abstracts over 1300 scholarly and trade business journals. Popular magazines such as Fortune, Forbes and Time are included. Full-text articles for over 600 journal titles are available online.
Coverage: 1971 -
Business Source Elite
Description : Provides comprehensive access to abstracts and indexing for over 1,400 titles, including The Wall Street Journal.
Coverage: 1984 -

Business Full Text
Description : Indexes and abstracts 400 English language general business periodicals and trade journals, plus the Wall Street Journal and the business section of the New York Times. Topics include management, accounting, advertising and marketing, construction, entertainment and media, information technology, mergers and acquisitions, occupational health and safety, public relations, small business, and a great deal of corporate information.
Coverage: 1982 -

Emerald Full Text
Description : Contains 35,000 articles from over 100 management journals, complete with full text archives back to 1994. Covers the major management disciplines including strategy, leadership, information management, marketing and human resource management.
Coverage: 1994 - present (varies by title)

Below are just a few of the individual titles in Emerald Full Test (linked above). It is highly recommended that you search in this database for scholarly articles.
Journal of Marketing Practice: Applied Marketing Science
Marketing Intelligence and Planning
Qualitative Market Research

Lexis Nexis Academic
Description : Academic Universe provides access to nearly 5,000 publication on a wide range of news, business, legal, and reference information.
Coverage: 1990 -

Below are a few journals in the field that you may want to browse. Note that all three are contained in Emerald Full Text, a database that is linked above.

Suggested Library Catalog Subject Headings -- For good background and genearl information you may want to search the Library's book collection. Below is a link to the catalog as well as direct links to books that fall under a number of subject headings.

Use the following subject headings to search for additional sources in Cofrin Library Catalog:

Additional Source

Simmons study of media and markets (Choices III) NWTC Database Lab
Available at the Northeastern Wisconsin Techincal College Database Lab. Choices II is a useful source of information for marketing and advertising professionals as well as students in these fields. It is an electronic version of Simmons Market Research Bureau (SMRB) Study of the Media and Markets (SMM). Choices II can be used to retrieve demographics and psychographics of product category and brand users and media audiences, rank media according to their ratings, and estimate reach, frequency and frequency distribution of advertising media plans. Search results can be sorted for easy use or exported into Microsoft Excel for report writing.

Of course the public Internet is a valuable source of information but be critical of what you find. Of course a paper from a professional organization concerning your product is great, but you might want to steer clear of using things on message boards and personal BLOGS.

One highly recommended source is the Census Bureau's American Factfinder. This resource will allow you to find useful demographic information. Contact the reference desk (information below) if you have questions about using this resource.

For Further Help

If you have any questions don't hesitate to contact a reference librarian. For our contact
information including phone and email connect to the Research Assistance page at: http://www.uwgb.edu/Library/research/assistance.html