Course Guide

MBA 206 Marketing Management

Fall 2010

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.
Business Source Complete Limit your search to or browse by market research reports for several industries.
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.
New Strategist books New Strategist publishes market research reports on different groups (men and women, age groups, ethnic groups), consumer behavior ("Who's Buying X"), and within industries (health care, food service). Check OskiCat for individual title and availability information. Sector Analysis under Market and Country Research.

Marketing Data

American FactFinder ( American FactFinder is the Census Bureau's portal to decennial census and American Community Survey data. Find detailed demographic and housing information by state, county, and ZIP.
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.
Gallup Brain Gallup Brain is a searchable archive of decades of Gallup poll responses.
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.
SRDS Local Market Audience Analyst The Local Market Audience Analyst can generate reports and maps showing demographics, consumer preferences, and lifestyles by U.S. county or metropolitan area. This database replaces the print "SRDS Lifestyle Market Analyst" book, which was discontinued by the publisher.

Company Information

Business Source Complete Click on SWOT Analyses link
Hoover's Online Company profiles / current and some historical financial data
Thomson ONE Analyst reports from investment banks via Thomson ONE
Choose "Screening & Analysis -> Research" on the left sidebar.
Must be accessed using Internet Explorer.
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.
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 Haas Faculty

General Books on Market Research
Exploratory Research
Questionnaire Design
Data Analysis
Multi-cultural Marketing

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.