Course Guide

UGBA 161-1 Marketing Research: Tools & Techniques

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.

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.