Marketing Research – Secondary Sources URL for this page: http://www.li.suu.edu/library/guides/marketing.htm Also see: Government Documents - Statistics at http://www.li.suu.edu/library/guides/statistics.htm Introduction - Best Places to Get Started Secondary sources provide information that was gathered to serve a number of purposes and they can be used to assist in formulating primary research needs. Reference Books Datapedia of the United States, 1790-2000 : America year by year. Reference, HA202 .K87 Statistical abstract of the United States. Reference, HA202 .U5. Statistical abstract of Utah. Reference, HA661 .S72 Web Sites Census.gov - http://www.census.gov/ CEO Express - http://www.ceoexpress.com Hoover's - http://www.hoovers.com I3 Internet Intelligence Index (Fuld & Company) - http://www.fuld.com/i3/index.html KnowThis.com: Marketing Virtual Library - http://www.knowthis.com/ Marketingexec.com - http://www.marketingexec.com/ SUU Article Databases Academic Universe (Lexis-Nexis) News, government and politics, business, law, biographies, state and country profiles, medicine and health, and reference information. Business Source Premier (EBSCO) Newspapers, magazines, and journals in business and related subjects. Wall Street Journal (ProQuest Newspapers) National and international finance as well as hard news. Selected Periodicals (First floor Serials area) AdNews : the journal of advertising in Utah and Fast Company the Western States Forbes Advertising Age Journal of Consumer Marketing Barrons Journal of Marketing Business Marketing Sales and marketing Management Dollars and Sense Utah Business Magazine Company Information Annual reports and 10-K reveal import information on a company since public companies have to file and make information about their company known. For private companies rely on published articles about the company. Annual reports are sometimes put on a company's website. If you search in the US information for foreign company reports, use 20-F instead of 10-K. Most company websites follow this format for their URL's: http://www.companyname.com Competitive Analysis includes evaluating market share, ranking of companies within the industry, and number of companies within the industry among other competitive criteria. Reference Books Business statistics of the United States. Reference, HF3001 .B875. Handbook of North American industry. Reference, HF1746 .H37. Hoover's handbook of American business, 2000. Reference, HF3010 .H66. Industry norms and key business ratios. Reference, HF 5681 .R25 I252. International directory of company histories. Reference, HD 2721 .I63 . Market share reporter : an annual compilation of reported market share data on companies, products, and services, 2000. Reference, HF5410 .M35 NAICS desk reference: The North American Industry Classification System desk reference. Reference HF1041.5 .N35 2000. Sports Market Place. Reference HD9992.U5 S667. U.S. Market Trends & Forecasts. Reference HF5415.1.U6 Utah Business Directory. Reference HF5065.U8 U78 Utah Directory of Business and Industry. Reference, HD 9727 .U8 U8 Ward's Business Directory of U.S. Private and Public Companies. Reference, HG 4057 .A57 Web Sites Annual Report Library - http://www.zpub.com/sf/arl Annual reports and proxies from corporations, foundations, banks, mutual funds, and public institutions located around the world. CAROL World - http://www.carol.co.uk Annual reports from European and American companies; links to shareholder and chairman information; news. Corporate Information - http://www.corporateinformation.com/ Research reports, news and company profiles. EDGAR Database - http://www.sec.gov/edaux/searches.htm Search the EDGAR database for current filings as well as archived filings. Download the statements rather than print them as some of the 10-Ks are over 100 pages. Hoover's - http://www.hoovers.com Information on public and private companies and industries. SUU Article Databases Lexis-Nexis Academic For Annual Reports, click on Business, SEC Filings, type company name, choose report from pull-down menu. For Hoover's Company Reports, choose Company Financial, type company name, choose Hoover’s Company Reports. Use Compare Companies to access Hoover Company and Industry Reports For SIC Directory, choose Directories, choose SIC Directory from pull-down menu Demographics (Customer Analysis) Customer Analysis involves analyzing the marketplace, its needs, trends, and growth to determine a specific target market. The periodicals American Demographics, American Demographics Marketing Power Supplement, and American Demographics Marketing Tools Supplement are frequently used journals for demographic characteristics. See Lexis-Nexis for accessing these periodicals. Reference Books Commercial atlas and marketing guide. Reference, Oversize HF 1023 .R18. Demographics USA. Reference, HF 5415.33 .U6 C5. Demographics of the U.S.: trends and projections. Reference, HB849.49 .R87. Web Sites U.S. Census Bureau - http://www.census.gov/ SUU Article Databases LEXIS-NEXIS Academic - electronic version of American Demographics Click Sources on top bar Search for American Demographics Click Search This Title, enter your search. STAT-USA (Department of Commerce) STAT-USA is the site for the U.S. business, economic and trade community, providing authoritative information from the federal government. Click on "GLOBUS/NTDB" for export/import statistics, market research reports, country data. For demographic information go to "country commercial guides." Brands/Products, Advertising/Media Reference Books Encyclopedia of consumer brands. Reference, HF5415.3 .E527 Encyclopedia of major marketing campaigns. Reference, HF5837 .E53 2000 Web Sites Advertising Age's Data Center - http://www.adage.com/datacenter.cms Select link on left "Data Center" and then click on the category "Marketers" for available data reports. Advertising World - http://advertising.utexas.edu/world/ The Department of Advertising at UT Austin created this well known advertising website which supplies an extensive collection of advertising links on the web. KnowThis.com: Marketing Virtual Library - http://www.knowthis.com/ Thomas Register - http://www.thomasregister.com/ Comprehensive online resource for finding companies and products manufactured in North America. Surveys / Opinion Polls Reference Books Research Alert Yearbook Reference, HF5415.2 .R42 Web Sites Web Sources of Social Science, Poll and Survey Findings and Data http://www.imriresearch.com Wealth of social science data including regional archives and well known sources such as Roper and EUROPINION. SUU Article Databases LEXIS-NEXIS Academic Access to Roper Public Opinion Location Library or Public Opinion Online Click Reference, then Polls & Surveys Trade Associations Trade associations supply industry and marketing statistics sometimes for free. Many associations have a Home Page on the WWW and data, news, and reports can also be located from their site. Reference Books Encyclopedia of Associations Reference, HS17 .G332 Comprehensive source for association information. Look in Keyword Index for name of industry. From the index, numbers refer to entry numbers not page numbers. Web Sites CEO Express: Industry Center http://www.ceoexpress.com/Html/indinduspages.asp Click on industry categories for a listing of trade associations and other information. SUU Article Databases Associations Unlimited Online version of the Encyclopedia of Associations. Search for associations and professional societies.