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Marketing 361: Research Session

Marketing 361: Research Session. Ms.Shana Gass, MSLS, MS sgass@towson.edu Research & Instruction Librarian Cook Library, Towson University Course Gateway : http://cooklibrary.towson.edu > Research > Course Gateways > MKTG 361. Know Your Organization.

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Marketing 361: Research Session

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  1. Marketing 361:Research Session Ms.ShanaGass, MSLS, MS sgass@towson.edu Research & Instruction Librarian Cook Library, Towson University Course Gateway: http://cooklibrary.towson.edu > Research > Course Gateways > MKTG 361

  2. Know Your Organization • Organization Site (look for “About” section, reports, etc.) • Guidestar.org • Form 990

  3. Marketing Environment Audit: Task Environment Components:Industry/Competitor Research • Specific industry or issueExamples: • Investigate radio for WYPR • National organizations often list relevant orgs • Nonprofit sector as an industry • Look for reports on organizational web sites! Foundation Center

  4. Industry Research • Directories • Idealist.org • Maryland Nonprofits • News on Nonprofits • Nonprofit Statistics

  5. Nonprofit Statistics: U.S. Economic Census • Census of businesses* • Every 5 years • *Nonprofits included, but not always broken out • Organized by industry (NAICS codes) • Some important exclusions by sector & size • Key terms: nonemployer, establishment • http://factfinder.census.gov

  6. National Center for Charitable Statistics • http://nccs.urban.org > U.S. Nonprofit Sector • NTEE classification (not NAICS) • Stats on Organizations, giving, volunteering

  7. JHU - Center for Civil Society Studies • National Nonprofit Economic Data Project (NED)http://www.ccss.jhu.edu> Nonprofit Economic Data • NED “is generating critical new information on the dynamics of the nonprofit sector by synthesizing and analyzing diverse datasets on nonprofit organizations, including data on nonprofit finances, employment and wages, and volunteering.” • Bulletins include DC & Maryland

  8. Cook Library Subject Gateway: Nonprofits • http://cooklibrary.towson.edu/nonprofits • More websites, databases, & journals on nonprofits • Suggestions welcome!

  9. Who is most likely to participate, donate, etc.?

  10. Know Your Target Market: Secondary Data • Things to consider: • Vintage • Geography: national, regional, state, county, city, DMA, zip • Unit of measure (individual, household, etc.) • Types of data about consumers • Demographics • Psychographics

  11. Know Your Target Market: Secondary Data • Demographics • Example: American Factfinder - US Census • Psychographics • Example: PRIZM/Claritas My Best Segments

  12. Cook Library Marketing Subject Gateway http://cooklibrary.towson.edu/marketing • Resources for Marketing • Link to Secondary Data guide • Contact info for Marketing Librarian

  13. Mediamark Reporter database (link from the Marketing Subject Gateway) More info Clue: Index. 100 = average

  14. Researching Radio & 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

  15. Some (Specialized) Journalsin the Library Databases • Autism: The International Journal of Research and Practice • Broadcasting & Cable • Chronicle of Philanthropy • Journal of Health Care for the Poor and Underserved • Nonprofit Management & Leadership • Social Marketing Quarterly

  16. LexisNexis Academic database

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

  18. Search Time! • Consult the search savvy handout • Try either Business Source Complete/Academic Search combo OR LexisNexis Academic • Try new techniques! Ask questions! • Be ready to report! …questions to follow

  19. Describe some of the recent research on volunteering. • What are some recommended strategies for nonprofits for coping with the recession? • What is the current state of fundraising in Maryland? Be ready to report your preliminary findings (with source)

  20. Check out the Library Catalog • Books on public radio, nonprofits, fundraising, social issues… • The Nonprofits Subject Gateway includes an updated list of the very newest books

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

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