Research Guides: Marketing: Home

Welcome to the Marketing Guide

This guide provides a starting place for your market research. Much of market research starts with a "marketing plan".

A well-focused plan is essential for an effective search of article databases and industry sources. Think about your market:

How much do you already know about your market or your product?
What keywords from the NAICS are used to describe your market?
Is your market covered primarily by Trade Publications or Financial Services?
What personal interest do you have in your market or your product?
Do you have any strong philosophical or business views about marketing?

Your answers to these questions are important. They will influence how you will use different resources from general news to in-depth academic journals to online databases. If you need assistance please ask us, via 24/7 chat, in person at the Ask Us desk, or by making a research consultation appointment.

Best Bets

Business Source Premier This link opens in a new window
Business Source Premier supplies access to thousands of regional, national, and international scholarly business journals, business periodicals, and industry publications, on topics such as management, economics, finance, accounting, international business and much more. There is full text coverage for a high percentage of the titles. Includes embedded full page images for many of the full text journals. Also has country economic reports from the Economist Intelligence Unit, WEFA, CountryWatch and the Icon Group.
EMIS (Emerging Market Information Service) This link opens in a new window
EMIS, Emerging Market Information Service, presents news, industry information, company profiles, reports, and financial data, closing price quotes, macroeconomic statistics and forecasts, and legal and political news from emerging markets in Asia, Latin America, and Central and Eastern Europe including the Baltic States and Russia. Searches can be narrowed to resources in English though they include many articles in over a dozen languages.
IBISWorld Industry Market Research This link opens in a new window
IBIS World Industry Research Reports provides current reports on U.S. industries. Each report consists of 30 to 40 pages of key statistics and analysis on market characteristics, operating conditions, current and forecast performance, major industry participants and more. The Library subscribes only to this section of IBISWorld.
Passport This link opens in a new window
Euromonitor's online market research tool, formerly called GMID or Global Market Information Database, monitors economic trends and gives strategic analysis, market size, and market share for numerous products across key countries. Passport includes demographic, psychographic, economic and marketing reports, and statistics, which are comparable across countries. It provides country profiles that include economic news and emerging sectors, and integrated data sets that provide historical trends and forecasting numbers. Datasets may be downloaded to Excel.
SRDS This link opens in a new window
A search engine for media opportunities and marketing information, that offers rates and contact data for national and/or international magazines, digital media, newspapers, television, radio, direct marketing, and out-of-home businesses; as well as demographic and lifestyle information for counties and metropolitan areas in the U.S.(through Claritas 360).

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