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					Marketing Research
      Secondary Data Sources


        Casey Long, Business Librarian
        404-413-2864 – caseylong@gsu.edu
        IM: GSUBusLib
Research Session Goals

          Types of Secondary Data Sources
          Tips on Finding Secondary Data
           Sources
          Article Database & Web Search
           Techniques

                http://www.library.gsu.edu   2
Types of Secondary Data Sources
Type                   Examples, Sources, and Finding Aids
Internal Data          Examples: Company receipts, warranty cards, & customer databases

Government             Agencies: Census Bureau, Bureau of Labor Statistics, Bureau of
Statistical Data       Economic Analysis, & Internal Revenue Service
                       Search Engines: Fedstat, Google Uncle Sam
                       Finding Aid: Statistical Abstract of the United States

Company Financial      Agencies: Security Exchange Commission & Secretary of State
Records                Commercial Companies: Dun & Bradstreet, Mergent, Thomson
                       Financial, Moody’s, Standard & Poor’s, & Bloomberg
Commercial Data Sets   Examples: Diary panels, store audits, scanner data, & geographic data
                       Commercial Companies: AC Nielsen, IRI, NPD Group, & Claritas

Market                 Commercial Companies: Euromonitor, Datamonitor, Mintel, Gartner
Research/Industry      Group, Icon Group, Frost & Sullivan, Freedonia, & Packaged Facts
Reports                Search Engines: Marketresearch.com & Mindbranch.com

Business               Search Engines: ABI-Inform, Business Source Complete, Factiva, &
Journals/Trade         Lexis Nexis
Magazines              Finding Aid: Encyclopedia of Business Information Sources (Ref Z7164
                       .C81 E53), Grey House Directory of Special Issues (Ref Z7164 .C81 G74)


                                 http://www.library.gsu.edu                                     3
Finding Secondary Data

                                           List types of organizations
  WHO CARES?                               would use, produce, or be
                                           interested in this data.

                                           Determine how the data
  WHAT FORM?                               might look. (Spreadsheet,
                                           statistic in PPT slide,
                                           working paper, etc)


  WHY FREE?                                Analyze the demand for
                                           this data and decide if it is
                                           cost effective to produce.




              http://www.library.gsu.edu                                   4
Secondary Data Finding Aids
   Encyclopedia of Business                              Online Library Research Guides
    Information Sources - Ref Z7164
    .C81 E53                                                      Harvard Baker Library -
                                                                   http://www.library.hbs.edu/guides/
   Statistical Abstracts of the United
    States                                                        Emory Business Library -
    http://www.census.gov/prod/www/stati                           http://business.library.emory.edu/info/
    stical-abstract-us.html
                                                          News Articles – Note sources used.
   Business Research Guidebooks
                                                          Market Research Directories
       Business Information: How to Find It,
        How to Use It by Michael R. Lavin -
        Ref. HF5356.L36                                           Marketresearch.com -
                                                                   http://www.marketresearch.com/
       International Business Information:
        How to Find It, How to Use It by Ruth                     Mindbranch.com -
        A. Pagell and Michael Halperin - Ref.                      http://www.mindbranch.com/
        HF54.5 .P33 1998



                                      http://www.library.gsu.edu                                         5
Search Techniques

   Basic Operators                             Keyword Placement
       AND / +                                             Title/Headline/Citation
       OR / -                                              Abstract/Lead Paragraph
       AND NOT                                             Index Terms/Subject Terms
                                                            Full Text
   Nesting
       Combining multiple concepts                 Proximity Search
                                                            Distance between search
   Truncation                                               terms
       Searching for multiple word
        endings                                     Word Appearance
                                                            Frequency of word use
   Word Count
       Length of article


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