Library Guides: MKT 4350 Marketing Research: Find Research

Data and Statistics

Demographic Information

Census Data
Find data from the Census Bureau. Search by location or topic. For more guidance on finding Census data, contact a librarian, or see the Community Assessment Research Guide.
American Community Survey
Search for a place in the Data Profiles and Narrative Profiles.
Statistical Abstract of the United States - 2010
Authoritative and comprehensive source for statistical make-up of the US.
Consumer Expenditure Surveys - Bureau of Labor Statistics
From the Bureau of Labor Statistics. Use the databases "Data Finder" or "Tables" to find national statistical data.

Industry Information

NAICS Codes
Find the NAICS code for your industry.
Industries at a Glance - Bureau of Labor Statistics
Find your industry and NAICS code, then click on the link to see statistics on workforce, earnings, etc.

Business Databases

Business Source Complete
Business Source Complete covers business, management, finance, accounting, international business, and economics topics from academic journals, magazines, and trade publications dating back to 1886. Also included are current company, industry and region reports.
- Subjects: accounting, actuarial science, business administration, MBA, finance, marketing, organizational management, professional selling, servant leadership, strategic communication
- Content: journals, financial data, books, case studies, investment research reports, industry reports, market research reports, country reports, company profiles, SWOT analyses.
- Publication dates: 1922 - present
Gale OneFile: Business
Gale OneFile: Business provides coverage of all business disciplines, including accounting, economics, finance, marketing, management and strategy, as well as business theory and practice. Users will understand the activities of companies and industries worldwide through business and trade publications, complemented by a selection of international, U.S., and regional news publications.
Communication & Mass Media Complete
Communication & Mass Media Complete is a database of scholarly literature on all aspects of communication studies, including advertising, marketing, film/video, game studies, journalism, communication, and mass media. It includes citations, indexing, and abstracts for over 600 journals, and it includes the full text of over 200 journals.
- Subjects: communication, film studies, media studies, multimedia journalism
- Content: journals, books
- Publication dates: 1915 - present
Regional Business News
Subjects: accounting, business, finance marketing, organizational management, professional selling
Content: magazines, newspapers
Publication dates: 1990 – present

Browse all business databases
Explore all the business database options from the library.

Search Tips

Keywords

Identify keywords for your topic and brainstorm narrower, broader, and related terms.

Example: Factors that affect academic performance in first-generation college students.

Academic Performance	College	First-Generation Students
Student Success	Higher Education	Children of Immigrants
Student Achievement	University	Minority Students
Learning Outcomes	Community College	Nontraditional Students

Boolean Operators

Boolean Operators AND, OR, and NOT allow you to broaden or narrow your results in the library catalog and databases. You can easily use these to clarify what you need by choosing the advanced search option.

Found too many results?

Add more keywords.

Adding additional keywords to your search can help to further narrow your topic.

Example: college AND first-generation students AND academic performance

Use a filter

Look on the left side for ways you can filter your materials. Here are a few to consider, depending on your needs.

material type - such as a book, newspaper article, or review
peer-reviewed - to find scholarly articles
date - typically to find the most current materials
subject - to find articles about a certain topic

Found too few results?

Try different search terms.

What other words could you use to describe this concept? Brainstorm related terms, synonyms, and slightly different forms of your word or phrase. Also brainstorm broader categories or concepts it belongs to, as well as narrower elements or examples. (See the keywords section above for examples.)

It may also be useful to consider the official, academic, or formal way to write that term. This is more likely to be used in academic writing.

Use fewer search terms.

Sometimes less is more! The more words, phrases, or subjects you ask the database to find, the fewer sources will meet the criteria.

Use OR.

Broaden your search by using the boolean operator OR to link your terms.

Example: (college OR higher education OR university) AND first-generation students AND (academic performance OR student success)