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A beginning session on Business and Marketing research and the use of information Databases.
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Business Administration – Marketing
Welcome to the LibraryDatabase Research
Online Search Methods Regents Center LibraryUniversity of Kansas Lissa LordEdwards Campus [email protected]
How to write a Marketing Plan?
Go to a reliable search engine (refseek.com) and ask for help. The library databases are not too good with easy questions.
Look for reliable sources of information.www.sba.govwww.iowasbdc.org
Marketing Research
Got a company in mind?
Start digging.
Ikea
How to get started. Newspapers is one way to introduce a company.Perhaps the Kansas City Star? Or Wall Street Journal?
Kansas City Star
http://franchisor.ikea.com/Whatwedo/Pages/Providing-a-pattern-for-success.aspx
What we’ve done:
Looked at newspapers
Libraries’ Homepage: http://www.lib.ku.edu e-Journals Kansas City Star (local news)
Wall Street Journal (national business articles)
Company Website: http://ikea.com
Business and Marketing Guides from the Library
Want a database that compares one company with others in the same business or NAICS Code?
Business Insights: Essentials
furniture
furniture
Remember how we got here?
Libraries Homepage www.lib.ku.edu Subject and Course Guides: Business and Marketing Guide ABI/Inform database Business Insights: Essentials database
Just in case you want to look at a book on Marketing:
Most recent copy of Marketing Business Weekly
Business and Marketing StatisticsThe following websites and KU Libraries’ databases are great places to locate business and marketing statistics: NAICS & SIC CodesNAICS=North American Industry Classification System CodeSIC=Standard Industrial ClassificationWhen researching business and marketing statistics, it is helpful to start with the NAICS or SIC code. The four-digit SIC code was established in the U.S. in 1937 to classify industry areas. In 1997, the six-digit NAICS code was released and has largely supplanted the SIC code, although certain government agencies still use the SIC code. To find a NAICS code, go to http://www.naics.com To find an SIC code, go to http://www.osha.gov/pls/imis/sicsearch.html.
IBISWorld http://bit.ly/1l8jqiGSearch by keyword, NAICS code or company. Click on any of the tabs above the industry title to get a wealth of information. “Key Statistics” is the far right tab. Business Insights: Essentials http://bit.ly/1r1woQrClick on the middle tab entitled “Comparison Charts” and choose either “Companies” or “Industries.”Click the “Add/Remove” button.Start typing the name of a company, industry or NAICS code in the search box. When you see the correct name with the green plus sign in front of it appear, click on it. Choose “Table.”Using the “Search Metrics” drop-down box, choose additional available tables.For additional information, enter your search terms in the search box in the upper right corner. In the drop-down menu, you may choose to search by company, article, industry, or keyword.
Mintel Report http://bit.ly/1lUaSsY Provides market research reports for the US, UK and European markets.Scroll down the page to click on the agreement for conditions of use.Create a personal profile using your KU email address—it’s easy.Type your search terms in the search box and press enter (Do not use NAICS or SIC codes).You may refine (filter) or broaden your search by clicking on the boxes on the left side.Click on the title of the document that you would like to view.To clear searches or filters, click “Clear Filters” in the “Refined By” box on the left side.Factiva http://bit.ly/PVmsda To find the financial ratios of a company and compare them to the industry average:Click “Companies/Markets” on the black bar located above the “Free Text Search” box.Select “Company” again from the options listed.Use the “Smart Lookup” search box to locate the name of the company.Click “Reports” on the left side of the page.From the drop-down box, choose “Ratio Comparison Report” (not always available).Leave the “HTML” radio button chosen and then click the “View Report” button.You can find additional statistics by choosing “Peer Comparison” and “Financial Results” on the left side. To find industry information:Click “Companies/Markets” on the black bar located above the “Free Text Search” box.Click “Industry” from the options listed.Click on the industry you are researching.Click “Peer Comparison” on the left side of the page.You can find additional statistics by choosing “Analysis and Profiles.”
Census Information http://www.census.gov/econ/isp/.Due to census taking schedule, industry statistics are usually somewhat dated.Type the NAICS code or title of the industry in the search box.Click on the appropriate industry link.Links to further information are available on the left. Standard & Poor’s Capital IQ Database www.capitaliq.comThis database provides information on public and private companies, operating subsidiaries investment firms, and their respective portfolio companies. The database requires a Username and Password and is available on all of the library workstations. Go to www.capitaliq.com.Ask a library staff member for the Username and Password. Type the company name in the search box at the top left side of the screen.Use the blue links on the left side to locate more information.
