Best Bets for Starting Your Research in...
:: Marketing ::
Use databases to find articles on your topic. These databases are the best place to start.
- Mergent
Contains extensive data for US and international company data, with a focus on financial information, including annual reports.
Tips: When searching databases, use AND, OR, and parentheses to focus your search. Combine synonyms with OR and put them inside parentheses, like this:
(consumers OR customers) AND (international OR global)Here's another example:
(advertising OR marketing) AND (college students OR undergraduates)
Already have the citation? Find an article with citation linker!
Did you know...
Databases are basically just search engines for articles on specific subjects. |
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Find books using the library catalog. Browse these subjects to get general information on your topic.
- Marketing Research
- Consumer Behaviour
- Market Segmentation
Search the library catalog! Find books, media materials, and more.
Other searches:
Browse | Advanced Search
Tips: When searching the library catalog with keywords, use the dollar sign ($) to search for a word and all of its variations.
For example: market$ will search for market, markets, marketing, etc.
Did you know...
- WorldCat is a catalog of thousands of libraries around the world!
- If a book isn't in the Fairfield University catalog, search WorldCat and request the book from another library. Just click on the Interlibrary Loan button.
- You can search ReQuest to search just the libraries in Connecticut.
- Contact John Cayer, Interlibrary Services, with questions.
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Reference tools such as dictionaries and encyclopedias are good places to start your research because they provide an overview of the topic as well as keywords, dates, and facts.
Reference Books
SRDS Standard Rate and Data Service
Advertising rates for various forms of media
Business Publication Advertising Source - Ref HF5905 .S723
Consumer Magazine Advertising Source - Ref HF5905 .S725
Interactive Advertising Source - Ref HF5905.S729
Newspaper Advertising Source - Ref HF5905 .S73
Out-of-Home Advertising Source - Ref HF5813 .U6 O88TV & Cable Source -Ref HF5905 .S745
Lifestyle Marketing Analyst Ref HF5415.33 U6 L54
Presents market-by-market demographic and lifestyle information. Extremely valuable information for every stage of a marketing plan.
Market Share Reporter Ref HF5415.135 .M27
Compilation of reported market share data on companies, products and services.
Tips: Try looking at the bibliography at the end of the entry for a list of other sources such as relevant journal articles and books.
When you have found books on your topic, look at the books on the shelf nearby to see if they are related to your topic.
Did you know...
Wikipedia can be edited by anyone, so make sure you use another source to confirm the information you find there. |
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These web sites have been evaluated by librarians (that's a good thing) for your use in an academic setting.
Advertising World
Resources for advertising & marketing, selected by the business school at the University of Texas at Austin. Claims to be the largest grouping of such sites on the Web.
KnowThis.com: Marketing Virtual Library
Points to web sites covering market research, marketing plans, Internet marketing, and marketing careers, created by faculty at West Chester University.
AdCritic.com
Ad Age Group's network of sites dedicated to delivering readers the latest news and information about the advertising industry
Tips: Any web site can be changed without notice, so be sure to evaluate every site you use.
Did you know...
There are billions of web pages and Google only finds a fraction of them (about 15%). The rest is held in what's called the "Invisible Web", which is made up of dynamically generated information, password protected sites, and databases-driven sites! |
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Getting reliable statistics on your company, your competitors, your industry and your consumers is an important part of developing any marketing plan. The following sources may help:
- Almanac of Business & Industrial Ratios
Ref HF5681 .R25 T68
By industry, designated by NAICS codes in the latest edition, SIC codes in older editions.
- Industry Norms & Key Business Ratios
Ref HD2771 .D865. On Permanent Reserve, ask at the Reserve Desk.
Listed by SIC code. From Dun & Bradstreet.
- International Marketing Data & Statistics
Ref HA42 .I56 Ask for this at the Reference Desk.
From Euromonitor.
- Standard & Poor's Industry Surveys
Ref HC106.6 .S74
Published quarterly. Basic analysis of major domestic industries. Each analysis examines the prospects for a particular industry and analyzes trends and problems in historical perspective. Provides comparisons of the growth in sales and earnings of the leading companies in each industry.
- Statistical Abstract of the United States
Also in print at Reference Desk - REF HA 202.U66
Use these e-learning modules to get quick answers!
Still have questions?
Contact your Business Librarian, Jackie Kremer @
- jkremer@mail.fairfield.edu or
- call her at (203) 254-4000 ext. 2587 or
- IM her at fairfieldjack at AIM |
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