Marketing Research Secondary Data Sources

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Marketing Research Secondary Data Sources
Casey Long, Business Librarian 404-413-2864
caseylong_at_gsu.edu IM GSUBusLib
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Research Session Goals

• Types of Secondary Data Sources
• Tips on Finding Secondary Data Sources
• Article Database Web Search Techniques

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(No Transcript)
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Finding Secondary Data
List types of organizations would use, produce,
or be interested in this data.
WHO CARES?
Determine how the data might look. (Spreadsheet,
statistic in PPT slide, working paper, etc)
WHAT FORM?
WHY FREE?
Analyze the demand for this data and decide if it
is cost effective to produce.
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Secondary Data Finding Aids

• Encyclopedia of Business Information Sources -
  Ref Z7164 .C81 E53
• Statistical Abstracts of the United States
  http//www.census.gov/prod/www/statistical-abstrac
  t-us.html
• Business Research Guidebooks
• Business Information How to Find It, How to Use
  It by Michael R. Lavin - Ref. HF5356.L36
• International Business Information How to Find
  It, How to Use It by Ruth A. Pagell and Michael
  Halperin - Ref. HF54.5 .P33 1998

• Online Library Research Guides
• Harvard Baker Library - http//www.library.hbs.edu
  /guides/
• Emory Business Library - http//business.library.e
  mory.edu/info/
• News Articles Note sources used.
• Market Research Directories
• Marketresearch.com - http//www.marketresearch.com
  /
• Mindbranch.com - http//www.mindbranch.com/

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Search Techniques

• Basic Operators
• AND /
• OR / -
• AND NOT
• Nesting
• Combining multiple concepts
• Truncation
• Searching for multiple word endings
• Word Count
• Length of article

• Keyword Placement
• Title/Headline/Citation
• Abstract/Lead Paragraph
• Index Terms/Subject Terms
• Full Text
• Proximity Search
• Distance between search terms
• Word Appearance
• Frequency of word use