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

• Can be found also at: http://pages.towson.edu/sgass/courses

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

Subject Gateways & Databases Links

Know Your Organization

More Information on Your Organization

• Guidestar.org for Form 990[requires free registration]

• Search: NEWS

What other organizations provide services?

See: Directories on Highlights handout; also check links from your target organization

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

US Economic Census

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

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

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?

Other ways to Access the Economic Census

• http://www.census.gov/econ

• http://factfinder.census.gov > Economic Census > Get Data

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

American Factfinder - Demographics

Based on the decennial

census

Smaller survey

done each year

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)

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.):

Check out the Library Catalog

• Books on sickle cell, autism, nonprofits, fundraising…

• See Highlights handout for search tips

Researching Issues & Nonprofits Using Cook 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

Researching Sickle Cell, Autism, & Nonprofits Using Cook Library Databases

• Business Source Complete• Academic Search Premier• Education Research Complete• Factiva• LexisNexis Academic

Some (Specialized) Journalsin the Library Databases

• American Journal of Public Health• Autism Research• Chronicle of Philanthropy• Nonprofit and Voluntary Sector Quarterly• Social Marketing Quarterly

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*

• Search #5 (all in one search box)

charit* and (volunteer* or donat* or support*)

In Advanced Search the same search could look like this:

Combined “EBSCO” Database Search

• Business Source Complete• Academic Search Premier

Screenshot of a Sample Search

LexisNexis Academic

This is where you want to be to search for news articles in Lexis!

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!