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Marketing 441: Research Session

Marketing 441: Research Session. Ms. Shana Gass, MSLS, MS sgass@towson.edu Reference Librarian September 2010. Smart Searching Handout & Highlight Handout. Smart Searching Handout What Would Google Do? Better Googling MKTG 441: Research Session Highlights

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Marketing 441: Research Session

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  1. Marketing 441:Research Session Ms. Shana Gass, MSLS, MS sgass@towson.edu Reference Librarian September 2010

  2. Smart Searching Handout & Highlight Handout • Smart Searching Handout • What Would Google Do? Better Googling • MKTG 441: Research Session Highlights • Can be found also at: http://pages.towson.edu/sgass/courses

  3. Agenda • Your Organization • The Industry/Competition • U.S. Economic Census • National Center for Charitable Statistics • Demographics & psychographics • U.S. Census & American Community Survey • ESRI - Tapestry • Spending • ETI Drilldown (website) • Community Sourcebook of Zip Code Demographics & Demographics USA (books On Reserve @ Cook) • American Incomes & Household Spending (books On Reserve @ Cook) • Database searching

  4. Subject Gateways & Databases Links

  5. Know Your Organization

  6. More Information on Your Organization • Guidestar.org for Form 990[requires free registration] • Search: NEWS

  7. What other organizations provide services? See: Directories on Highlights handout; also check links from your target organization

  8. Industry Research • Nonprofit sector as an industry • Nonprofit companies in US Economic Census • National Center for Charitable Statistics • Look for reports on organizational web sites! Foundation Center

  9. US Economic Census • Bureau of the Census • Every 5 years – latest is ‘07 • Establishments, sales, payroll • Read the definitions! • Arranged by NAICS code

  10. Sample NAICS Code(North American Industry Classification System) • 51    Information • 511    Publishing Industries (except Internet) • 5111    Newspaper, Periodical, Book, and Directory Publishers • 51111    Newspaper Publishers • 511110    Newspaper Publishers You’ll need a NAICS code to drill down by industry in the Economic Census

  11. Try It! • Go to business.census.gov • Can you find information on nonprofits? Other relevant industries? (using the appropriate NAICS code? Drill down to 5-6 digit level) • Can you find information on this industry within the state? • How about Baltimore County?

  12. Other ways to Access the Economic Census • http://www.census.gov/econ • http://factfinder.census.gov > Economic Census > Get Data

  13. Know Your Target Market: Secondary Data • Consider scale: national, regional, state, county, city, DMA, zip • Consider age • Demographics • Demographics example: American Factfinder - US Census • Psychographics • Psychographics example: • ESRI – Tapestry Segmentation

  14. American Factfinder - Demographics Based on the decennial census Smaller survey done each year

  15. Market Research Sources • Mediamark – library database(register w/TU email address)Product user info, with demographics & media usage • Simmons – CD-ROM @ libraryProduct user info, with demographics & psychographics • SRDS Local Market Audience Analyst – library databaseDemographics & psychographics/lifestyle info by country, DMA (Designated Market Area)

  16. Tutorials • Simmons(Van Houlson, U. of Minnesota):http://busref.lib.umn.edu/guides/Simmons.ppt • Mediamark/MRI+ (Joyce Garczynski, Towson U.):http://pages.towson.edu/jgarczyn/mri_spring10.ppt • SRDS Local Market Audience Analyst See the icons in the database. Also:http://researchwiki.lndlibrary.org/images/6/6b/SRDS_LMAA_guide.pdf(by Alison Cody, Loyola/Notre Dame U.):

  17. Check out the Library Catalog • Books on sickle cell, autism, nonprofits, fundraising… • See Highlights handout for search tips

  18. Researching Issues & Nonprofits UsingCook Library Databases • News – local, national, international for general or “trade” audiences • Research – studies in academic AKA peer-reviewed AKA scholarly journals • Case studies • Advice for practitioners • Opinion pieces

  19. Researching Sickle Cell, Autism, & Nonprofits UsingCook Library Databases • Business Source Complete • Academic Search Premier • Education Research Complete • Factiva • LexisNexis Academic

  20. Some (Specialized) Journalsin the Library Databases • American Journal of Public Health • Autism Research • Chronicle of Philanthropy • Nonprofit and Voluntary Sector Quarterly • Social Marketing Quarterly

  21. Search Techniques Make All the Difference • Search #1What is Americans’ general propensity to support charities through financial contributions and/or volunteering? • Search #2charities volunteering • Search #3charities and volunteering • Search #4 charit* and volunteer*

  22. Search #5 (all in one search box)charit* and (volunteer* or donat* or support*)In Advanced Search the same search could look like this:

  23. Combined “EBSCO” Database Search • Business Source Complete • Academic Search Premier Screenshot of a Sample Search

  24. LexisNexis Academic This is where you want to be to search for news articles in Lexis!

  25. Questions? …feel free to contact me!Ms.Shana Gass 410-704-2395 sgass@towson.edu Or any reference librarian:Visit – call – IM – email – TXT*Cook Library Website > Ask a Librarian * Dial 66746 + begin with askcookNormal txt rates apply!

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