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MKT 2120-001 Buyer Behavior January 24, 2008  Library Research and Resources  Dan Overfield
Marketing Strategy Problems <ul><li>The Academic Library </li></ul><ul><ul><li>Brand identity  </li></ul></ul><ul><ul><li>...
Primary  Research <ul><li>ABI/Inform Proquest  </li></ul><ul><li>Business Source Premier </li></ul><ul><li>Business & Indu...
ABI/Inform
ABI/Inform
FIND IT
Business Source Premier
Business & Industry
Business & Industry
Lexis-Nexis  (News Search
Lexis-Nexis   (News Search)
Lexis-Nexis  (Business) <ul><li>Public and Private Company Profiles  </li></ul><ul><li>SEC Filings </li></ul><ul><li>Accou...
Lexis-Nexis  (Business)
Secondary Research All available from the “databases by title” link   <ul><li>Marketline </li></ul><ul><ul><ul><li>Worldwi...
Segmentation Analysis  <ul><li>GMID – Library’s Databases by title link </li></ul><ul><ul><ul><li>(Future Demographics, Sp...
GMID (Euromonitor)
GMID Market Size (‘000) for US Teens
GMID US Consumer Lifestyle Reports
GMID Future Demographics
EIU – Market Indicators
Print Items (Books) <ul><li>SRDS Lifestyle Market Analyst – Reference Desk </li></ul><ul><ul><ul><li>Stats and data on peo...
Library Catalog  <ul><li>Search by keyword, author, title, etc.  </li></ul><ul><li>Search for a “Subject Heading” when you...
Survey Data  <ul><li>Roper Center For Public Opinion Research  </li></ul><ul><ul><ul><li>Available on the “databases by ti...
Roper Center
Roper Center
Roper Center
Roper Center
Free Survey Tools  <ul><li>I used Google and found two:  </li></ul><ul><li>SurveyMonkey </li></ul><ul><li>Zoomerang </li><...
Citations and Details <ul><li>The project is graded on appearance as well. Please follow the Journal of Consumer Research ...
Questions?  <ul><li>ASK!  </li></ul><ul><li>Bartley 2008 is our research consultation office </li></ul><ul><ul><li>Make ap...
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Marketing 2120

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Marketing 2120

  1. 1. MKT 2120-001 Buyer Behavior January 24, 2008 Library Research and Resources Dan Overfield
  2. 2. Marketing Strategy Problems <ul><li>The Academic Library </li></ul><ul><ul><li>Brand identity </li></ul></ul><ul><ul><li>Product differentiation </li></ul></ul><ul><ul><li>Web vs. licensed content </li></ul></ul>
  3. 3. Primary Research <ul><li>ABI/Inform Proquest </li></ul><ul><li>Business Source Premier </li></ul><ul><li>Business & Industry </li></ul><ul><li>Lexis-Nexis Academic </li></ul><ul><li>All available from the “databases by title” link </li></ul>
  4. 4. ABI/Inform
  5. 5. ABI/Inform
  6. 6. FIND IT
  7. 7. Business Source Premier
  8. 8. Business & Industry
  9. 9. Business & Industry
  10. 10. Lexis-Nexis (News Search
  11. 11. Lexis-Nexis (News Search)
  12. 12. Lexis-Nexis (Business) <ul><li>Public and Private Company Profiles </li></ul><ul><li>SEC Filings </li></ul><ul><li>Accounting Literature </li></ul><ul><li>Country Information </li></ul><ul><li>Tutorials </li></ul>
  13. 13. Lexis-Nexis (Business)
  14. 14. Secondary Research All available from the “databases by title” link <ul><li>Marketline </li></ul><ul><ul><ul><li>Worldwide company and industry reports </li></ul></ul></ul><ul><li>Market Insight </li></ul><ul><ul><ul><li>U.S. Company and Industry Reports from S&P </li></ul></ul></ul><ul><li>MarketResearch.com Academic </li></ul><ul><ul><ul><li>Industry and Demographic Market Research </li></ul></ul></ul><ul><li>GMID (Euromonitor) </li></ul><ul><ul><ul><li>Global Statistics, Demographics, Reports, Data </li></ul></ul></ul><ul><li>Business Insights </li></ul><ul><ul><ul><li>Detailed Market Research Reports </li></ul></ul></ul>
  15. 15. Segmentation Analysis <ul><li>GMID – Library’s Databases by title link </li></ul><ul><ul><ul><li>(Future Demographics, Spending Patterns, Population, Financial Statistics) </li></ul></ul></ul><ul><li>U.S. Census Bureau. - FREE </li></ul><ul><ul><ul><li>American Fact Finder </li></ul></ul></ul><ul><li>SRDS Lifestyle Market Analyst - BOOK </li></ul><ul><ul><ul><li>Available at the Research Desk in Falvey Memorial Library </li></ul></ul></ul><ul><li>MarketResearch.com Academic </li></ul><ul><li>Economist Intelligence Unit – market indicators </li></ul><ul><ul><ul><li>Customized data are available for many. </li></ul></ul></ul>
  16. 16. GMID (Euromonitor)
  17. 17. GMID Market Size (‘000) for US Teens
  18. 18. GMID US Consumer Lifestyle Reports
  19. 19. GMID Future Demographics
  20. 20. EIU – Market Indicators
  21. 21. Print Items (Books) <ul><li>SRDS Lifestyle Market Analyst – Reference Desk </li></ul><ul><ul><ul><li>Stats and data on people, places, and interests </li></ul></ul></ul><ul><li>American Generations – HC110.C6M545 </li></ul><ul><ul><ul><li>Reviews and analyzes U.S. Government Data </li></ul></ul></ul><ul><li>Demographics USA – HC110.C6S847 </li></ul><ul><ul><ul><li>Nationwide rankings by area </li></ul></ul></ul><ul><li>Encyclopedia of Advertising – HF5803.A38 </li></ul><ul><ul><ul><li>Multi-volume set that chronicles the history of advertising efforts </li></ul></ul></ul><ul><li>Best Customers – HC79.C6R87 </li></ul><ul><ul><ul><li>Which people spend the most on particular items </li></ul></ul></ul><ul><li>Encyclopedia of Major Marketing Campaigns – HF5837.E53 </li></ul><ul><ul><ul><li>Historical review at various marketing campaigns by company. </li></ul></ul></ul>
  22. 22. Library Catalog <ul><li>Search by keyword, author, title, etc. </li></ul><ul><li>Search for a “Subject Heading” when you don’t have titles, authors, keywords, etc. </li></ul><ul><li>We have 19 titles on “Market Segmentation” </li></ul>
  23. 23. Survey Data <ul><li>Roper Center For Public Opinion Research </li></ul><ul><ul><ul><li>Available on the “databases by title” link </li></ul></ul></ul><ul><li>Free Websites </li></ul><ul><ul><ul><ul><li>Information found on the public web should be reviewed using criteria available on the library’s “ tips and guides ” page. </li></ul></ul></ul></ul>
  24. 24. Roper Center
  25. 25. Roper Center
  26. 26. Roper Center
  27. 27. Roper Center
  28. 28. Free Survey Tools <ul><li>I used Google and found two: </li></ul><ul><li>SurveyMonkey </li></ul><ul><li>Zoomerang </li></ul>
  29. 29. Citations and Details <ul><li>The project is graded on appearance as well. Please follow the Journal of Consumer Research Style Guidelines when citing your sources. </li></ul><ul><li>JCR STYLE GUIDELINES </li></ul>
  30. 30. Questions? <ul><li>ASK! </li></ul><ul><li>Bartley 2008 is our research consultation office </li></ul><ul><ul><li>Make appointments, stop by, email, call, or even text me… </li></ul></ul><ul><ul><li>We can help you improve and expedite your research for this and other classes. </li></ul></ul>

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