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Marketing Research Guide
This guide is the starting point for
identifying, locating, using, and evaluating materials relating to
Marketing in Carmichael Library and on
the web. If you need additional assistance, please contact
Kathy Lowe,
Reference Librarian,
at
lowek@montevallo.edu
or
665-6109.
Sources of Data Useful for Marketing
Research
Government Documents
The Bureau of the Census is the
most prolific publisher of federal data of
importance to business.
United States Census 2000
American Factfinder
Statistical Abstract of the United States
Print copy located on Main Floor Reference
HA 201 .A1
Stat-USA (library database UM users only)
U.S. Department of Commerce. Chose State of the
Nation for authoritative and timely information
on U.S. business, economic and trade community
Consumer Markets
The American Marketplace: Demographics and
Spending Patterns
Reference Collection Library Main Floor
(Ref. HA
214 A6 2003)
Editor & Publisher Market Guide. Editor & Publisher Co.
(annual).
Reference Collection Main Floor Library (Ref.
A directory of newspaper
markets and demographics. Section II,
the major section of the book, is a survey of
U.S. cities and communities supporting daily
newspapers. Gives very detailed information in
16 categories for each location. Categories
includes such items as transportation
(railroads, airlines, etc.), population, banks,
principal industries, climate, retailing
(principal and nearby shopping centers), retail
outlets (department stores, discount stores,
fast food chains, etc.), colleges and
universities, and newspapers.
Demographics USA. County Edition
Library Main Floor Reference Collection
(Ref.
HF5415.1 .D46)
Demographic, economic,
commercial, and industrial data for the
geographic subdivisions of state and region,
Metropolitan Statistical Areas, and Designated
Market Areas. Statistics include population,
race/ethnicity, age/sex groups,
household-related data, Effective Buying Income,
retail sales and number of establishments.
Rand McNally Commercial Atlas & Marketing Guide.
Rand McNally & Co. (annual).
Library Main Floor Reference Collection
(Ref. G1019 .R22 2006)
Economic and geographic information for the
United States. Sections include U.S. and
Metropolitan area maps, Transportation and
Communications Data, Economic Data, Population
Data, State Maps, and Index of Places and
Statistics by State. This last section includes
basic business data for each county, with data
on population, wholesale trade, and
manufacturing.
Americans 55 & Older: a Changing Market.
3rd ed.
Library Main Floor Reference
(Ref. HN 60 .Y68 2001)
The Baby Boom : American Aged 35 to 54.
3nd ed.
Library Main Floor Reference
(Ref. HN 60 .R84 2001)
Generation X: Americans Aged 18 to 34
3rd. ed.
Library Main Floor Reference
Ref. HN 60 .M54 2001)
Product
& Company Information
Mergent Online
(library database UM
users only)
Industry Reports allows you to view reports
based on sectors and countries
Business & Company Resource Center
(library
database UM users only)
Encyclopedia of Consumer Brands
Library Main Floor Reference (Ref. HF5415.3 .E527
1994)
Provides substantive information
on products that have been leaders in their
brand categories
U.S. Industry & Trade Outlook
Library Main Floor Reference (Ref. HC 106.5 .A171)
Contains current analysis of over
200 industries with projections o expected
trends and future growth
Advertising
& Media
Broadcasting and Cable Yearbook
Library Main Floor Reference
(Ref. HE
8689 .B75)
Includes data on U.S. and
Canadian TV, cable and radio stations,
associations, advertising and marketing
services.
The Adverting Age Encyclopedia of Advertising
Library Main Floor Reference
(Ref. HF
5803 .A38 2003)
Gale Directory of Publications and
Broadcast Media
Library Main Floor Reference
(Ref. PN 4867 .G25)
Includes ad rates (except for
broadcast media) and circulation .
ADCRITIC
Searchable database of TV and
Internet ads and commentary
Ad FORUM
AdForum offers
video (run in TV and Cinema), print, radio,
internet, and outdoor ads
for sale.
Ad Review/Ad Folio
Stay on top of the most
important, new campaigns with AdFolio,
AdForum.com's creative library. AdFolio has over
32,000 ads in various media - TV, print, radio,
interactive, and outdoor - from around the
world. AdFolio also showcases award-winning ads
from 25 worldwide advertising festivals. Over
1,000 new creative executions of the best
advertising work in the world are added each
month.
Advertising
Age. Crain Communications (weekly).
Full-text: Library provides full text
electronic access via the Library databases
Lexis
Nexus or
Business Source Premier
The leading publication of
the advertising industry. Excellent coverage of
current events and trends. Includes a number of
useful special features, such as "Top 100
National Advertisers," "Top 100 Megabrands,"
"Hot Media Markets: Local Market Rankings," and
statistics on ad spending by media
Advertising Age. Crain Communications.
Advertising Age is a well
established industry publication. This website
provides a number of useful links for
researchers which includes
Ad Age Dataplace (http://www.adage.com/datacenter/)
which provides advertising data and
Ad Age Century (http://adage.com/century/)
which provides an advertising timeline as well
as ranking lists for the top ads, campaigns, and
jingles.
Advertising World.
Advertising Dept., Univ. of Texas.
A comprehensive collection of links to
advertising and marketing information. Links are
arranged into over 81 categories and include
many hard-to-find topical areas
Know Marketing:
The Internet's Marketing Virtual
Library.
A virtual library of web
resources for advertising, selling, promotion,
research, and electronic commerce in concise
information areas for easy browsing. Information
areas are concise and provide value-added
information and carefully selected links.
Selected Marketing journals
Advertising Age
from 01/06/1986 to
present in
Lexis Nexis
American Demographics
1992 to present
Business Source Premier
Print issues also available in the Library
Brandweek
from 01/03/1994 to
present in
Business Source Premier
Business 2.0
from 11/01/2002 to
present in
Business Source Premier
Harvard Business Review
from
10/01/1922 to present in
Business Source Premier
Print issues also available in the Library
Journal of International Marketing
from 1993 to present in
Business Source Premier
Marketing Intelligence & Planning
from 1994 to present in
Emerald database
Marketing News
from
01/07/1991 to present in
Lexis-Nexis
Library Databases
(These databases can be accessed remotely through your UM
ID or used on any terminal in the Library or on campus. Go to UM
Library Homepage (http://www.montevallo.edu/library/), select "Find
Articles", then locate the name of the database you want.)
Business & Company Resource Center
Business and Company Resource Center
is a fully integrated resource bringing together company profiles, brand
information, rankings, investment reports, company histories,
chronologies and periodicals. Search this database to find detailed
company and industry news and information
Business Source Premier
Business Source Premier,is
one of the industry’s most used business research database, providing
full text for more than 8,800 serials, including full text for more than
1,100 peer-reviewed business publications.
Emerald
Emerald is a leading English language publisher of
academic and professional literature in the fields of management,
library services and engineering
Lexis Nexis Academic Universe
Provides
full-text documents from over 5,900 news, business, legal, medical, and
reference publications with a variety of flexible search options.
Business section includes Business
articles from newspapers, magazines, journals, wires & transcripts,
accounting journals & literature, detailed financial data about
companies, company information including executives, revenue and
competitors, EDGAR filings, annual & quarterly reports & proxy
statements, contact and resource information for companies and
industries
Mergent Online
In 1900, John Moody published Moody's®
Manual of Industrial and Miscellaneous Securities, the first guide to
U.S. public companies. With its U.S. Company Data, Mergent continues to
extend that tradition for high-quality, in-depth company information to
the Internet.
U.S. Company Data
provides a fully searchable database of 15,000
U.S. public companies (active and inactive)
listed on the NYSE, AMEX and NASDAQ exchanges.
Each company report incorporates
up-to-the-minute news items.
Industry Reports allows
you to view reports based on sectors and
countries.
STAT-USA
U.S. Department of Commerce. Chose State of the
Nation for authoritative and timely information
on U.S. business, economic and trade community.
Choose Globus & NTDB for
current and historical trade-related releases, international market
research, trade opportunities, country analysis, and the NTDB trade
library
All Business Databases
Additional Research Guides
Harvard Business School
Baker Library Research Guides
Rutgers University Libraries Research Guide
Duke
University Business Resources
Penn
Lippincott Library Research Guides
Practices & Cases
Harvard Business School Faculty and Research
Resources and reference materials on
the history and practice of the School's hallmark approach to teaching.
American
Marketing Association
Tutorials, articles, and Web-casts on marketing strategy
News & Careers
Harvard Business School Guide to Careers in Marketing
Library second floor (H 65 .H3 2000)
College Journal from the Wall
Street Journal
Career advice for undergrads and MBA's. Check out
the RSS Really Simple Syndication that provides you with a new way of
keeping on top of news and features from The Wall Street Journal Online
Network. Each site provides feeds of headlines on different topics. You
can choose which feeds you would like to display.
Knowledge @
Wharton
Choose Marketing. The Wharton School at the University of Pennsylvania
is committed to sharing its intellectual capital through Knowledge @
Wharton the schools online business journal.
Marketing Career
Network
Associations & Organizations
American
Marketing Association
The American
Marketing Association, one of the largest professional associations
for marketers, has 38,000 members worldwide in every area of marketing.
For over six decades the AMA has been the leading source for
information, knowledge sharing and development in the marketing
profession.
Association
for Consumer Research
The mission of the Association for Consumer Research is
to advance consumer research and facilitate the exchange of scholarly
information among members of academia, industry, and government
worldwide.
Direct Marketing
Association
The DMA is the larges and oldest trade association of the
direct, database and interactive marketing fields.
e
Marketing Association
World's largest association for marketing
MRS Market Research
Society
Exists to set and enforce the ethical standards for
Marketing research practitioners.
Alabama Information
Alabama: 2000 U.S. Census Bureau
Summary Social, Economic, and Housing Characteristics
Library Main Floor Reference (Ref. HA 201.122 .C64 2000)
Alabama Business Directory: the ultimate
selling and marketing tool
Library Main Floor Reference (Ref. HF5069 .A37
A34)
2006 Major Employers Directory:
Birmingham Regional Chamber of Commerce
Library Main Floor Reference (Ref. HF5038 .B6 M3
Birmingham Business Journal Book of Lists
Researchers use the list to study growth and vitality of Birmingham
Library Main Floor Reference (Ref. HF5068 .B57 B655x 2005)
Economic Abstract of Alabama 2000
Library Main Floor Reference (Ref. HC 107 .A4 E36 2000)
Center for Business and Economic Research University of Alabama
CBER works to promote economic development through
economic and demographic research for public and private sector
organizations. CBER conducts applied economic and
business research and disseminates the results of this research.
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Compiled by Kathy Lowe MLS 10-06
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