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LIBRARY RESEARCH
BA 317 Introduction to Marketing
INDUSTRY ANALYSIS
Industry Classification Systems: SIC and NAICS
It is often necessary to identify the proper numeric classification code when researching an industry. To find the corresponding codes, use the following sources:
Standard Industrial Classification Manual (SIC) (1987= latest edition)
DOCS REF HF 1042 .A55 or DOCS-REF HF 1042 .U622 [On Business Index Table]
The four-digit Standard Industrial Classification Code is used to gather and analyze information on U.S. businesses. The first two digits describe the general industry. The third and fourth digits describe the specific activity. Users should note that effective with the 1997 Economic Census, the SIC has been replaced by the North American Industrial Classification.
| 1987 SIC | Name | Classification Level |
|---|---|---|
| D | Manufacturing | Division (Letter designation) |
| 20 | Food and Kindred Products | Major Group |
| 205 | Bakery Products | Industry Group |
| 2052 | Cookies and Crackers | Industry |
Search SIC on the Web:
- Standard Industrial Classification Search -- This is the 1987 SIC manual available at OSHA site. Searchable by keyword(s) or code number.
NAICS Structure
NAICS uses a six-digit coding system to identify particular industries and their placement in this hierarchical structure of the classification system. The first two digits of code designate the sector, the third designates the subsector, the fourth digit designates the industry group, the fifth digit designates the NAICS industry, and sixth digit designates the U.S. detail industry. For example
| 2002 NAICS | Name | Classification Level |
|---|---|---|
| 31-33 | Manufacturing | Sector |
| 316 | Leather and Allied Product Manufacturing | Subsector |
| 3162 | Footwear Manufacturing | Industry Group |
| 31621 | Footwear Manufacturing | Industry |
| 316211 | Rubber and Plastics Footwear Manufacturing (e.g. Athletic shoes, plastics/rubber or plastics/rubber soled fabric upper manufacturing) |
U.S. Detail Industry |
North American Industry Classification System (NAICS)
-
DOCS REF HF 1041.5 .N674 1997 [On Business Index Table]
Users should note that effective with the 1997 Economic Census, the NACIS is replacing the SIC system. However, it has not yet come into wide use among commercial providers of business data. Consult the U.S. Bureau of Census NAICS site for a list of NAICS codes, tables showing correspondence between NAICS and the SIC system, and other information on how NAICS differs from the SIC System.
Search NAICS on the Web
- 2002 NAICS Search -- Searchable by keywords.
Industry Norms and Ratios
The following reference sources provide a "typical" balance sheet and income statement for a company in each industry with ratios. Usually arranged by SIC. (Located on Business Index Tables.)
- Almanac of Business and Industrial Financial Ratios
- DOCS REF HF5681.R25 T68 2001
- Annual Statement Studies. Robert Morris Associates
- DOCS REF HF 5681 .B2 R6
- Industry Norms and Key Business Ratios
- DOCS REF HF 5681 .R25 I53
Industry Surveys / Overviews
Industry overviews or industry surveys include information on product analysis. The library has the following reference sources.
- Encyclopedia of American Industries
DOCS REF HC 102.E53 2001 [On Business Index Table]
-
Brief (1-10 pages) descriptions of industry groups, by SIC, with lists of recent articles.
- Encyclopedia of Emerging Industries
DOCS REF HD 2324 .E528 [On Business Index Table]
-
Details the inception, emergence, and current status of 108 newly flourishing U.S. industries and industry segments.
- IBISworld
- IBISWorld covers thousands of industries in the United States
economy at the 5-digit NAICS code level. Reports include market
characteristics, segmentation, industry conditions, industry
performance, key competitors, key success factors, and outlook.
IBISWorld also has extensive coverage of industries in the Asia/Pacific
region with reports covering China, Australia and Indonesia.
- Standard & Poor's NetAdvantage
- Standard & Poor's NetAdvantage brings together a dozen financial and investment publications that provide information for corporate research and for industry, competitive, and investment analysis. Among the publications included are such familiar titles as S&P's Corporation Records, Industry Surveys, Stock Reports, Stock Guide, Bond Guide, Dividend Record, Earnings Guide, Mutual Fund Reports, and the Outlook. Also included are S&P's
COMPANY ANALYSIS
Company Directories
- Directory of Corporate Affiliations
- The
Directory of Corporate Affiliations covers U.S. and non-U.S. public and
private companies, their parents, affiliates, subsidiaries and
divisions. Data includes leadership, financial and ownership
information for each company.
- ReferenceUSA
- Contains directory data for over 12 million US firms and business establishments of all sizes.
Comprehensive Databases
Information includes company facts, description & history, subsidiaries, financials, ratios, market research, competitors, company's industry, and more.
- IBISworld
- Lexis-Nexis Academic
- Provides comprehensive coverage of current news, business and company, government and legal information, and more. Company information includes data from Hoover's Company Records, Directory of Corporate Affiliations, Nelson's Public Company Profiles, and Standard & Poor's Register of Corporations.
- Mint Global
-
Mint Global from Bureau van Dijk contains information on over 35 million public and private companies and financial institutions from the U.S., Europe, Canada, Latin America, Asia, and Africa. It provides descriptive information, company financials, news, market research, ratings and country reports, scanned reports, ownership and M&A data.
- ORBIS
- ORBIS from Bureau van Dijk is another interface for Mint Global.
Coverage of database is the same as Mint Global.
- Standard & Poor's NetAdvantage
Reference Source
- International Directory of Company Histories
DOCS REF HD 2721 .I63
-- A valuable source to find company information and histories.
Company's home page
Search the company's home page by typing the company's name plus .com. For example: nike.com. You can also use a web search engine such as Yahoo to find a company's home page.
Useful Web Sites
- Companies Online -- Information on over 900,000 public and private companies.
- Hoover's Online -- Database of company information; can search for a company by name or ticker symbol. Includes some private companies. Good place to find company competitors.
- U.S. Securities and Exchange Commission -- Access to EDGAR Database.
- Webster's Business Guide --Search by product, industry, company, SIC or NAICS code, and region.
LOCAL BUSINESSES / COMPANIES
Finding information on local business or companies can be time consuming and frustrating. Very often you need to read local newspaper articles.
- Search ReferenceUSA.
Use the following print business directories:
- D & B Regional Business Directory, Oregon Area
- DOCS REF HF 5065 .O7 D80 [On Business Index Table]
- DOCS REF HF 5065 .O7 D80 [On Business Index Table]
- Oregon Business Directory
- DOCS REF HF 5065 .O7 O67 [On Business Index Table]
- DOCS REF HF 5065 .O7 O67 [On Business Index Table]
- Willamette Valley Business Directory
- DOCS REF HF 5065 O7 C66 [On Business Index Table]
To find regional or local news, use:
Search the following sites for information on small business development centers:
CONSUMER ANALYSIS
Demographic Information
Demographics and lifestyles are two elements of the market research process. Who are your potential customers? A solid understanding of your current or potential customers is essential if you want to direct your marketing efforts at the population segment that is most likely to buy your products or services.
- ERsys.com -- Provides demographic information on over 2600 US cities. Open the "Drop Down Manual" and select a state and then click "GO". Select a city on next page.
- Statistical Abstract of the United States
Print version on Business Index Table. Call number: HA202 - U.S. Census Bureau
Lifestyles and Consumer Behavior
Databases
- Mintel Reports
- Mintel provides research reports covering European, UK, and US consumer markets. The reports analyze market drivers, sizes and trends, market segmentation, along with consumer attitudes
and purchasing habits. Complex demographic issues are broken into easy-to-understand sections, explaining consumer behavior and demonstrating the
structure of the market. Reports include categories ranging from beauty, personal goods and toiletries to technology/telecom. Users will need to create a profile with their uoregon.edu email address to use the database.
- Sports Business Research Network
- This is a market research database which includes demographic information on consumers.
- Tablebase
- Tablebase is a database comprised of tabular information. The tables provide information such as market share, market size, capacity, production, imports, exports, sales, product and brand rankings, forecasts, healthcare statistics and demographics.
- University Internet Reporter (Formerly Mediamark Reporter)
- Offers comprehensive data on the uses of various consumer products. The studies include demographic information on the persons surveyed, their use of consumer products, and their use of various forms of advertising, including television, radio, and print media.
Web Resources
- Consumer Expenditure Survey
- You are Where You Live
- This is the zip code look-up feature of MyBestSegments.com. PRIZM NE Segmentation System assigns every neighborhood in the U.S. to one of 62 clusters. Each cluster describes the predominant demographics and lifestyles of the people living in that neighborhood. MicroVision Standard Segmentation System defines 50 lifestyle types in the U.S.
Reference Sources
- Best Customers: Demographics of Consumer Demand
DOCS REF HC 79 .C6 R87 2001
- Reveals who the best and biggest customers are for hundreds of products and analyzes spending patterns by the demographic characteristics.
- Lifestyle Market Analyst
DOCS REF HF 5415.33 .U6 .L54 [On Business Index Table]- Market profiles of major designated market areas, including information about participation in outdoor activities and sport, fitness and health.
ADVERTISING RESOURCES
- Ad$pender Requires Internet Explorer.
-
Ad$pender provides advertising expenditure data for millions of product brands across television, radio, magazine, newspaper, internet and outdoor channels. Data can be retrieved by brand, product class/category, company name, brand and more. Use the link below in Database Guide to get the username and password.
- SRDS Media Solutions
-
"The SRDS database of media rates and information is the largest and
most comprehensive in the world-cataloging more than 100,000 U.S. and
international media properties." The library has online access to
Business Publication Advertising Source®, Consumer Magazine Advertising
Source, Newspaper Advertising Source®, and Radio Advertising Source,
and TV and Cable Source®.
FINDING ARTICLES
- Academic Search Premier
- Covers current news, business and company information, government and legal information.
- Business Source Premier
- Full text from nearly 930 journals covering business, management, economics, banking, finance, accounting, etc.
- JSTOR: Electronic Journal Archives
- A fully searchable electronic database that contains the scanned images of over 100 major research journals in a variety of academic disciplines including business and economics, some of which began publication as early as the 1870s.
- Lexis-Nexis Academic
- Provides comprehensive coverage of current news, business and company information, government and legal information, and more.
- Wall Street Journal (Eastern Edition)
- The Wall Street Journal, the financial newspaper of record, is an indispensable source for business professionals, providing business and financial news coverage, personal and company profiles, feature reporting, special reports, and regular columns. The database provides the full-text articles from the Wall Street Journal going back to at least 1986, with some material from earlier years. It includes the entire text of written articles, but no graphs or data, such as stock prices.
Once you find the citation of an article, you need to search he library's online catalog, to find the call number of a journal or magazine. Current periodicals are on the second floor, Current Periodical Room, arranged by call numbers.e on the second floor, Current Periodical Room, arranged by call numbers.
Citing Sources in Research Papers
Maintained by: Kaiping Zhang, kzhang@uoregon.eduLast Modified: 04/16/2008