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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 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 Complete 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 Complete Print issues also available in the Library Brandweek from 01/03/1994 to present in Business Source Complete Business 2.0 from 11/01/2002 to present in Business Source Complete Harvard Business Review from 10/01/1922 to present in Business Source Complete Print issues also available in the Library Journal of International Marketing from 1993 to present in Business Source Complete 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 Complete Business Source Complete,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. 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. Back to TOP Compiled by Kathy Lowe MLS 10-06
Sources of Data for Marketing Research
Government Documents Consumer Markets Product & Company Information Advertising & Media Selected Marketing journals Library Databases Practices & Cases Additional Research Guides Associations & Organizations Alabama Information
Quick Job and Wharton link
College Journal from the Wall Street Journal Edition News & Careers Knowledge @ Wharton


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