BUSINESS INFORMATION CENTER

MARKETING RESEARCH GUIDE

This research guide identifies major resources in the marketing and advertising fields with a focus on the United States, although some international sources are included. Consumer profiles and population data are vital parts of marketing information and can be found using the Demographics Research Guide. The Industries Research Guide may be useful as well. For additional information, Ask a BIC Librarian.

GENERAL OVERVIEW

ABI/INFORM Database providing information on marketing and advertising gathered from a variety of business publications. (SMU Community Only)

Business Source Complete Search numerous business publications for specific marketing and advertising information. (SMU Community Only)

Dictionary of Marketing Terms An online dictionary of marketing terms provided by the American Marketing Association.

PSYCINFO This database includes research that explores consumer behavior and marketing topics. (SMU Community Only)

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MARKET DATA & STATISTICS

Academic OneFile This database includes access to the Consumer Confidence Survey, which portrays the overall feeling of consumers toward the economy and consumer buying patterns. The Consumer Confidence Survey can be accessed by clicking on 'Publication Search' and then searching for the publication Consumer Confidence Survey. (SMU Community Only)

Business Source Complete This database sorts results with tabs for industry profiles, market research reports from Datamonitor, and product reviews. (SMU Community Only)

Consumer Expenditure Survey This survey, provided online by the Bureau of Labor Statistics, provides information on the buying habits of American consumers, including data on their expenditures, income, and consumer unit characteristics.

DMA 2007 Response Rate Trends Report (BIC) Published by the Direct Marketing Association, this book shows the actual use of various marketing methods broken down by industry. For each method response rate, conversion rate, revenue and cost are provided and the objective of the contact, whether for direct order, lead generation, traffic building or fundraising is distinguished.

European Marketing Data and Statistics (Fondren Library) Provides statistics on business and marketing on 24 principal subject areas ranging from socioeconomic trends and background to key consumer marketing parameters.
View SMU Library Catalog record.

Global Market Information Database (GMID) The market research reports from Euromonitor provide authoritative analysis on consumer, industrial, and service sectors from a global perspective. Consumer information and statistics are available as well. (SMU Community Only)

International Marketing Data and Statistics (Fondren Library) Provides statistics on business and marketing in the Americas, Asia, Africa and Oceania.
View SMU Library Catalog record.

Journal of Consumer Research (Fondren Library) Journal of scholarly research concerning consumers. Some issues also available through the database ABI/INFORM.
View SMU Library Catalog record.

Journal of Marketing (BIC and Fondren Library) Published by the American Marketing Association, this journal contains scholarly research in the area of marketing. Some issues also available through the database Business Source Complete.
View SMU Library Catalog record (BIC).
View SMU Library Catalog record (Fondren).

Lexis Nexis Statistical This source contains statistical publications of commercial and state government sources including marketing reports, industry figures, and consumer behaviors. (SMU Community Only)

Market Share Reporter (Fondren Library) This yearly publication presents market share data for thousands of companies and products in a wide-variety of industries.
View SMU Library Catalog record.

Mintel Reports This database provides business-to-consumer market research reports focus on consumer packaged goods. Lifestyle reports are available as well. (SMU Community Only)

The Soul of the New Consumer: Authenticity--What We Buy and Why in the New Economy. (NetLibrary) Information on consumer marketing/behavior. (SMU Community Only)

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PRODUCTS & BRANDS

Business & Company Resource Center Search for information on the producing company for a particular brand. Click on the Company icon to find the search box for brands. (SMU Community Only)

RedBooks Online Advertising database providing information such as the advertising agency for a specific product/brand. (SMU IP addresses only)

Brandweek (Fondren Library) Marketing magazine providing news, analysis and industry data related to corporate branding. Some issues also available through the database Business Source Complete.
View SMU Library Catalog record.

ConsumerSearch This Web site provides in-depth product reviews on a wide-variety of items.

Epinions.com This consumer site provides unedited opinions and reviews from user members about a broad range of products, services, and travel destinations. It includes links to professional reviews and buying guides in many categories.

Thomas Register of American Manufacturers Thomas Register is a comprehensive online resource for finding companies and products manufactured in North America.

U.S. Consumer Product Safety Commission This is a database of product recalls by product, company and subject categories with coverage from 1973 to the present.

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ADVERTISING

Advertising Age (BIC) This trade publication contains charts, surveys, and statistics with some demographic information. Some issues also available through various databases, such as Business Source Complete and ABI/INFORM.
View SMU Library Catalog record.

Advertising World This site, maintained by The University of Texas at Austin Department of Advertising, offers a comprehensive list of links to all aspects of advertising.

AdAgeCentury This Web site provides an advertising timeline as well as ranking lists for the top ads, campaigns, and jingles of the 20th century.

Broadcasting & Cable Yearbook (Fondren Library) Provides directory and statistical information on the radio, TV and cable industries.
View SMU Library Catalog record.

Mediaweek (Fondren Library) This trade publication focuses on the media industry. Some issues also available through various databases, such as ABI/INFORM.
View SMU Library Catalog record.

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ASSOCIATIONS

Associations Unlimited Use this database to search for industry associations, which can provide useful marketing information for their specific industries. (SMU Community Only)

American Marketing Association The AMA is the largest professional organization of marketing professionals. The AMA Web site has information about publications and includes a career center and a reference center of marketing information.

Business Marketing Association This association serves the business-to-business market. The Web site includes surveys, career information, and professional development opportunities.

Direct Marketing Association This is a global trade association of business and nonprofit organizations that use and support direct marketing tools/techniques. The Web site identifies consumer and business attitudes toward direct mail and related direct marketing statistics. Some sections require free visitor registration.

Sales & Marketing Management (BIC and Fondren Library) This periodical is directed toward individuals in the sales and marketing industries and includes professional development opportunities.
View SMU Library Catalog record (BIC).
View SMU Library Catalog record (Fondren).

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Last Updated: 11/9/2008