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MKTG 315: Marketing Research

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Information needed for marketing research includes both market and marketing. information. This course guide provides revelant sources for collecting secondary data for marketing research

. Books

There are two main resources (finding tools) that will assist in locating books and other items located in the University Libraries and in other libraries.
  • Sterling Catalog Howard University Libraries online catalog
  • WorldCat R The world's most comprehensive bibliography, with more than 45 million bibliographic records. Locate books, journals and other publications in libraries around the world.
Use databases to locate marketing and market aricles
  • Ad*Access Includes images and database information for over 7,000 advertisements printed in US and Canadian newspapers and magazines between 1911 and 1955.
  • ABI/Inform Global R In-depth coverage of business conditions, trends, corporate strategies and tactics, management techniques, product information and related topics. Number of simultaneous logons: Unlimited.
  • EbscoHost R The world's largest academic multi-disciplinary database, Academic Search Premier provides full text for nearly 4,000 scholarly publications, including full text for more than 3,100 peer-reviewed journals. Coverage spans virtually every area of academic study and offers information dating as far back as 1975.
  • JSTOR R --The collection brings together core titles in economics and finance, including publications from leading scholarly societies and a range of critical research journals in accounting, labor relations, marketing, management, operations research, and risk assessment.
  • Wiley Interscience R A portal to the full-text content of Wiley's journal database. Covers over 300 journal titles in science, engineering, computer science, business, education, law and psychology.
Business Demographics & Census Data

The U.S. Census Bureau is the major source for market research data. The Economic Census may be used to understand a geographic region, a business operation, an industry, and the entire economy.

  • Bureau of Labor Statistics. U.S. Labor Department. Provides stastical data for the labor force--geographic profile of employment and unemployment, consumer.

  • Census Bureau Economic Programs-- Business and Industry City-Data.com -- Includes a list of cities with highest income, least crime, newest houses, most females, shortest commute, best educated residents, and more. Community Demographics Library -- Includes 150 demographics variables for every state, county and most major metropolitan areas in the United States on population, Housing, Income and Occupation,Transportation to Work, Quality of Life, Consumer Expenditures, Incentives Programs. Fedstats Provides access to statistics and information produced by more than 100 US Federal Government agencies.

  • Economic Census

  • Economic Report of the President--The Economic Report of the President is an annual report written by the Chairman of the Council of Economic Advisors. It overviews the nation's economic progress using text and extensive data appendices.

  • US County Business Patterns -- County Business Patterns covers most of the country`s economic activity. The series excludes data on self-employed individuals, employees of private households, railroad employees, agricultural production employees, and most government employees. ZIP Code Lookup -- Provides household income, home values, and a description of the predominant ACORN™ (Classification of Residential Neighborhoods) lifestyle segment.

A good printed sources for market data include:

  • Rand McNally Commercial Atlas and Marketing Guide, Oversize G1046.G1 R36, located on Atlas Stand--Includes detailed state maps with clearly delimited counties. Provides census statistics for counties, cities, and MSA's, county manufacturing and sales data, postal information (including a United States zip code map), and transportation information.

  • See also American Demographics via EbscoHost R

Research Centers & Other Data Sources

See also: Marketing Research Guide

Citing Information


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