Marketing Research Guide
(For help with researching a company or business, see our Company Research Guide.)
Finding Articles (Suggested Databases):
If you are off campus, please login through Blackboard and click through to the Libraries of the USF System homepage. Under the tab “Resources,” click on “Databases by Title/Subject,” to search for databases of interest. If you have any questions, please contact the Nelson Poynter Library Reference Desk at 727-873-4124.
Search trade & industry publications, regional news publications, and the Wall Street Journal, as well as scholarly journal articles.
Access to trade magazines, market reports, and scholarly articles
Search news resources and legal cases.
Covers the professional academic literature in psychology and related disciplines.
See the complete list of marketing-related article databases here.
Selected Databases: Marketing reports and research
Provides reports for 723 US industries (by NAICS codes). In addition to industry market research reports, reports are also available on company research and business environment.
A collection of market research reports from publishers such as Packaged Facts. It covers eight industry categories and sectors, including Consumer Goods and Life Sciences.
Marketline Business Information Centre (Datamonitor)
Provides company, industry, and country profiles. Full-text in-depth reports from Datamonitor with an international perspective (developed world). Some company profiles include SWOT analyses.
Academic version of one of the leading marketing research databases, focused on the business to consumer marketplace in the U.S. and western Europe. In-depth reports include primary research, analysis, and data from Simmons and other sources. (Additional registration and login required.)
Indexes tables and charts appearing in published sources. Precise indexing enables searching for tabular information related to companies, industries, products, markets and demographics such as market share, market size, sales, advertising, etc. Each full-text table provides source information to locate the complete original source.
Finding Books (USF Online Catalog):Library Catalog
Books on marketing are generally classified in HF5410 - HF5417.5 under the LC classification system. Books on advertising are classified in HF5801-6182. Searching the catalog will identify e-books to read online as well as books on the shelves. Reference books are on the first floor of the Poynter Library; books (A-HN) in the circulating collection are on the second floor; HQ-Z is on the third floor.
Florida Statistical Abstract (REF HC107.F6 F58)
Detailed statistics on Florida’s population, housing, business, education, etc. Many tables are broken down by county. Annual volumes available since 1971.
Statistical Abstract of the United States (REF HA202 .U5)
Also available online at: http://www.census.gov/compendia/statab/ Published by the U.S. Census Bureau, this resource has long been the standard for finding key summaries of U.S. statistics relating to population, housing, education, business, etc. [Use the “earlier editions” link to view data back to Colonial times.]
American Fact Finder (http://factfinder.census.gov/)
This site from the U.S. Census Bureau provides access to a wealth of statistical data about the U.S. – including population, housing, income, and education. Mapping features also available. An online tutorial is available through the USF Nelson Poynter Library Reference Services page: http://www.nelson.usf.edu/ref/
Provides access to statistics from federal & state agencies and intergovernmental organizations.
The Lifestyle Market Analyst (from SRDS)
A popular and unique title for consumer researchers, this 1000+ page publication is divided into three sections: Market Profiles; Lifestyle Profiles; and Consumer Segment Profiles. For a given metro area, you can identify the top lifestyles, such as boating/sailing, and then look-up a profile for consumers that rank highly on that lifestyle characteristic. Also available in the library at REF HF5415.33.U6 L54.
Selected Reference Books: (Poynter Library, first floor)
The Advertising Red Books (REF HF5805 .S772)
Formerly known as the Standard Directory of Advertisers, and now published by LexisNexis, this multi-volume set is a classic reference book for the advertising industry. The most current annual edition is kept in the reference collection.
Brands and their companies (Gale) (REF T223.V4 A22)
This two-volume directory set is useful for quickly identifying brand names and the companies that own them. (Also available in the “ Business and Company Resource Center” database.)
North American Industry Classification System (NAICS) (REF HF1042.N6 2002)
Complete listing of classification codes used by North American governments to classify and compare industries. Also available online at http://www.census.gov/epcd/www/naics.html.
Standard Industrial Classification (SIC) Manual (REF HF1041.U613 1987)
Also available online at: http://www.osha.gov/pls/imis/sicsearch.html. Complete listing of classification codes used by the U.S. Government to classify and compare industries. This system has been replaced by NAICS.
A collection of databases that provide access to media advertising rates, lifestyle statistics, direct marketing information and more.
Rand McNally Commercial Atlas & Marketing Guide (REF G1019 .R22)
This is an oversize atlas of the U.S. with demographic and other consumer information incorporated into the maps and charts. The most current edition is kept in the map/reference collection.
Remember, you may contact a Reference Librarian in person, by phone (727/873-4124), or via chat (from the Ask a Librarian link on the Libraries of the USF System web site).
Gary L. Austin
Updated: October 6, 2010