MKTG 3710: Marketing Research
Class guide for the MKTG3710 MKTG 3710 Marketing Research course.
Business Librarian
LuMarie Guth
Librarian:
1011 Waldo Library
269-387-5153
Analyst Reports
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Mintel US ReportsMarket research reports on hundreds of consumer industries with special focus on consumer segmentation and preferences. In addition to expert analysis, full databooks and methodology are available.
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IBISworldSearch hundreds of U.S. and state industry reports, including Core NAICS, Industry Market Research, Reports on the Business Environment, Industry Risk Ratings, and Global Industry Research.
Statistics
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StatistaSearch for user-friendly statistical tables and infographics on more than 80,000 topics drawn from over 22,500 sources, covering market and consumer data and many more areas of interest. Sources of information include market researchers, trade publications, scientific journals, and government databases.
Target Market Indexes
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MRI University ReporterProvides summary tables of key audience and product usage data from a national sample of 25,000+ adults. It offers demographic, lifestyle, product usage, and media data.
Access limited to 20 concurrent users
Users must register with their WMU email address and the following registration code to use the MRI Smartsystem.
2020 Registration Code: GUL6GTW2
Check your WMU email account for an email containing an account confirmation link. You must click on this link within 3 days in order for your account to be created.
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Claritas 360 (Standard Rate and Data Service)Formerly known as "Local Market Audience Analyst," this database provides demographic and market data by geographic place (major metropolitan area, county, or state) and by kind of market characteristics, lifestyle activities, or attitudes (for example, do gardening, like to dine out, participate in sports, own a pet, drink beer). Create custom reports showing relationships between activities and the outlook for certain segments. PRIZM reports allow users to focus on specific demographic groups.
Articles
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Proquest CentralProQuest Central combines the complete content of over thirty of the most heavily used ProQuest databases across all major subject areas, with deep coverage in business, health and medical, news, social sciences, arts and humanities, and science and technology. It provides access to scholarly journals, high value market research, country, economic, and industry reports, pre-print working papers, full text dissertations, and a vast number of newspapers, professional journals, and general interest periodicals.
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ABI/INFORM CompleteThe most comprehensive ABI/INFORM™ database, comprised of ABI/INFORM Global, ABI/INFORM Trade and Industry, ABI/INFORM Dateline and ABI/INFORM Archive, featuring over 3,000 full-text journals, 25,000 Dissertations, 14,000 SSRN working papers, key newspapers such as The Wall Street Journal and The Financial Times, as well as country-and industry-focused reports and data. Its international coverage gives researchers a complete picture of companies and business trends around the world.
Sample APA Citations
Claritas 360
Claritas. (2017). Target Segment Measure Report: Social Group and Casinos visited past 12 months Yes (A) [Data]. Retrieved September 5, 2019, from Claritas 360 database.
Euromonitor Passport
Euromonitor International. (2016). Car rental in the United Kingdom. Retrieved from Passport database
IBISWorld
Zwolak, Roman. (2010). Bowling alleys in the US (IBISWorld Industry Report 71395). Retrieved from IBISWorld database.
Mintel
Mintel. (2014, October). Mobile Apps – US – October 2014. Retrieved October 17, 2014 from Mintel Reports database.
MRI
GfK Mediamark Research & Intelligence. (2009, Fall Product Report). Fast food & drive-in restaurants bought at last 6 months total. Base: Adults. Retrieved from MRI Mediamark University Internet Reporter database.
Citing Business Sources (Articles, Annual Reports, Mergent, IBIS, etc.)
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APA 7th ed. Citation for Business SourcesSchemm, N., Dellenbach, M., Grisham, Z., Hageman, M., Tingle, N., Trowbridge, M., & Wheatley, A. (2020). APA 7th ed. citation for business sources. https://bit.ly/APA7business
