Course Guide

MBA 261.1 Marketing Research

Fall 2008

The following online and print resources provided by the Long Business Library are key to finding information required for this course. Use the Library proxy Server to access the electronic resources from off-campus.


Use the OskiCat catalog to search for books. Subject headings, such as the following, will prove useful: advertising, market segmentation, marketing research, new products, pricing, etc. Choose the subject search box and restrict the search to the Long Library by choosing BUSI from the location menu. E-books may be located and used online through Ebrary.

Articles in Academic Journals and Magazines

Business and Industry Scan thousands of industry and trade magazines for news related to new products, market share, sales, etc. Use the search boxes to limit to specific marketing terms or concepts.
Business Source Complete Indexes the major marketing journals and magazines. Full text is provided for many sources.
Factiva Provides the full text of over 6,500 magazines and newspapers, including many industry and trade journals. Useful for scanning news on new products or marketing strategies of companies.
Lexis-Nexis Academic A full text database of magazines and newspapers.

Key Journals

Journal of Advertising
Journal of Consumer Marketing
Journal of Marketing
Journal of Marketing Research

Market Research Reports

Business Monitor Online Provides the full text of reports covering 55 industries in emerging market economies. Useful forecasts for the countries included.
IBIS World Industry Market Reports For over 700 U.S. industry segments, provides 25-30 page reports with key statistics and detailed analysis of key growth trends, the competitive environment, and key issues facing each industry.
Market Research Academic Provides full text market research reports focusing on service industries, consumer goods, food and beverages, heavy industries, life science industries, and technology and media from Packaged Facts and Kolorama Information.
Mintel Market research reports on a variety of consumer products and services. Each report includes market size and outlook, competitive environment, segment performance, distribution channels, market drivers, leading companies, brand share, advertising and promotion, etc. Mintel requires personal registration and is restricted to course specific use.

Marketing Data

Community Sourcebook of Zip Code Data At the zip code level, provides detailed population, income, and spending potential data.
Located in the Reference Collection HA203 S66.
EIU Country Profiles and Reports Annual and quarterly reports for over 200 countries with economic data for each.
Lifestyle Market Analyst A print source providing consumer profiles of U.S. cities.
Located in the Reference Collection HF5415.33 U6 L54.
Market Share Reporter A print source providing market share for products and companies.
Located in the Reference Collection HF5410.M35.
MediaMark Contains the results of a national probability sample of U.S. consumers and provides very detailed data for specific consumer goods. Student must register on the Media Mark site for access to the data.
U.S. Population and Housing Data Locate and download census data for U.S. markets.

Company Information

Business Source Complete Click on SWOT Analyses link
Hoover's Online Company profiles / current and some historical financial data
Lexis-Nexis Academic Click on the Business category button for company profiles and financial data/annual reports.
Mergent Online Provides comprehensive financial information for public companies.
Mergent Online Provides comprehensive financial information for public companies.
Thomson ONE Analyst reports from investment banks via Thomson ONE.
Choose "Screening & Analysis -> Research" on the left sidebar.
Must be accessed using Internet Explorer.
Value Line Research Center Provides stock market performance data, betas, and Value Line investment advice for 4,000 U.S. companies. Also performance and investment advice for 100 industries.

Books Recommended by Prof. Draganska

General Books on Market Research
  • The Market Research Toolbox: A Concise Guide for Beginners by Edward F. McQuarrie, Sage Publications, Inc.
    HF5415.2 M383 1996
  • Analysis for Marketing Planning by Donald R. Lehmann and Russell S. Winer, McGraw-Hill/Irwin
    HF5415.13 L395
  • Marketing Models by Gary Lilien, Philip Kotler and K. Sridhar Moorthy, Prentice Hall
    HF5415.13 L52 1992
Exploratory Research
  • Why We Buy: The Science of Shopping by Paco Underhill, Simon & Schuster
    HF5415.2 U53 1999
  • The Mirrored Window: Focus Groups from a Moderatorís Point of View by Judith Langer, PMP
    H61.28 L3 2001
  • Advance Focus Group Research by Edward E. Fern, Sage Publications, Inc.
    H61.28 F47 2001
  • The Clustered World: How We Live, What We Buy, and What It All Means About Who We Are by Michael J. Weiss, Little, Brown and Company
    Main HN59.2 W449 2000
Questionnaire Design
  • The Art of Asking Questions by Stanley Payne, Princeton University Press
    LB1027 P33
  • Thinking About Answers: The Application of Cognitive Processes to Survey Methodology (Jossey-Bass Social and Behavioral Sciences Series) by Seymour Sudman, Norman Bradburn and Norbert Schwarz, Jossey-Bass
    Main HN29 S6915 1996
  • Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research (Association for Consumer Research Series) by William O. Bearden and Richard G. Netmeyer, Sage Publications, Inc.
    HF5415.3 B323 1999
  • Sampling Techniques (Wiley Series in Probability and Mathematical Statistics) by William Gemmell Cochran, Wiley
    Math QA276.6 C6 1977
Data Analysis
  • Analyzing Multivariate Data by James Lattin, Paul Green and Douglas Carroll, Duxbury Press
    QA278 G72
Multi-cultural Marketing
  • International Marketing Research by C. Samuel Craig and Susan P. Douglas, John Wiley & Sons
    HF1416 C73 2000
  • Marketing to American Latinos: A Guide to the In-Culture Approach, Part 1 and Part 2 by M. Isabel Valdes, Paramount Market Publishing; Book&Cd-rom edition
    HC110 C6 V35 2000

Other Useful Information

Long Library homepage
Librarians are available at the Reference Desk to assist you during these hours:
Monday - Thursday: 1 - 6 pm
Friday: 1 - 4 pm
Where Do I Find? (a brief guide to finding various types of business information)

Questions? Ask your business librarians.