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LIBRARY RESEARCH


MKTG 445 Entrepreneurial Marketing



In this Guide:
Industry Analysis
Company Research
Demographics/Lifestyles
Advertising Resources
Finding Articles
Entrepreneurship

INDUSTRY ANALYSIS

INDUSTRY CLASSIFICATIONS

  • North American Industry Classification System (NAICS)
    NAICS is a 6-digit code developed jointly by the U.S., Canada, and Mexico, but used internationally. Use the Keyword or Code search to look up codes and get descriptions. NAICS is also available via NAICS Association  
  • Standard Industrial Classification (SIC)
    SIC is a system of 4-digit codes that attempts to classify all business establishments by the types of products or services. Even though NAICS officially replaced the SIC system in 1997, SIC codes still are used in some resources. Use the keyword or code search.

To learn more about the classifications systems see NAICS & SIC

INDUSTRY OVERVIEW, SURVEYS, ANALYSIS

  • Encyclopedia of American Industries
    DOCS REF HC102.E53 2001 [On Business Table]
    Brief (1-10 pages) descriptions on a wide variety of industries. Includes information on an industry's background and development, and descriptions of industry leaders.
  • Encyclopedia of Emerging Industries
    DOCS REF HD2324 .E528 [On Business Table]
    Details the inception, emergence, and current status of 108 newly flourishing U.S. industries and industry segments.
  • Market Share Reporter
    DOCS REF HF5415.2 .M37 [On Business Table]
    Covers both international and U.S. market shares with over 3,600 entries, each with a descriptive title, data and market description, list of producers/products with their market share, numerous graphics, and more.
  • 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.
  • Mintel Reports
    Provides research reports on European,UK, and US consumer markets. The reports analyze market drivers, sizes and trends, market segmentation, along with consumer attitudes and purchasing habits. Covers food, beverage, apparel, beauty and personal, retail, travel and more. Users will need to create a profile with their uoregon.edu email address to use the database.
  • 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. This database also includes over 2,600 industry and 2,700 company profiles from Datamonitor.
  • Standard & Poor's NetAdvantage
    Provides detailed descriptions of companies, industries, and mutual funds. Company information includes a description of the company, stocks & bond issues, earnings estimates, dividend and split history and more. The Industry Surveys cover broad views of industries in the U.S. and international regions, including their trends, forecasts, major players and market share data, key ratios, statistics, and internal and external issues affecting the industries.
  • TableBase
    Provides statistics related to market size and share, budget/expenditures, company and brand rankings, and more.

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INDUSTRY NORMS & RATIOS

  • Almanac of Business and Industrial Financial Ratios
    DOCS REF HF5681.R25 T68 2001 [On Business Table]
  • Financial Studies of the Small Business
    DOCS REF HD2346 .U5 F55 [On Business Table]
    Arranged by asset size and establishment type; financial and operating ratios are provided for about 50 lines of small business and manufacturing
  • Industry Norms and Key Business Ratios
    DOCS REF HF5681 .R25 I53 [On Business Table]
  • RMA Annual Statement Studies
    DOCS REF HF5681 .B2 R6 [On Business Table]

COMPANY RESEARCH


Company Directories

  • ReferenceUSA
    ReferenceUSA lists 14 million U.S. businesses. Information includes: business name, executive title, business type, sales volume, employee size, year established and more.
  • Eugenebusiness.com
    Eugene/Springfield business listings.
  • Oregon Directory.com
    Lists Oregon businesses by categories.
  • Oregon Business
    A premier magazine for business and community leaders across the state of Oregon, covering statewide business trends, issues and challenges, as well as practical advice to business leaders.
  • Oregon Business Directory
    DOCS REF HF5065 .O7 O67 [On Business Table]

COMPANY PROFILES / FINANCIALS


The following resources include information on company facts, description & history, subsidiaries, financials, ratios, market research, competitors, company's industry, and more.

  • EDGAR
    Provides company and filing: 10-K, 20-F, proxy statements, some annual reports, and other financial statements of public companies filed with the Securities and Exchange Commission.
  • IBISworld
  • Encyclopedia of Company Histories at Answers.com
    Information on the development of top companies from around the world including timelines, lists of principal subsidiaries and competitors, and bibliographies for further reading.
  • International Directory of Company Histories
    DOCS REF HD2721 .I63
    Provides a valuable reference source on international big business. Each entry provides basic factual information on the history of the company and a survey of its recent performance and activities.
  • Lexis-Nexis Academic
    Provides comprehensive coverage of current news, business and company information, government and legal information, and more.
  • Mint Global.
  • Standard & Poor's NetAdvantage

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DEMOGRAPHICS / LIFESTYLES


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


  • U.S. Census Bureau
    Demographic characteristics, total population, and social and economic census data for the U.S. and international locations. Useful in determining market size.
    To generate data by subject, ethnic groups, or geographical locations use the Data Sets.
  • Local Market Audience Analyst
    Password required. Internet Explorer only. Access for single user at a time.
    Local Market Audience Analyst provides four research modules: Market Profile Reports; Demographic Reports; Lifestyle Analysis Reports; and PRIZM Reports. These reports help users find information about target audiences, their behaviors and lifestyles.
  • Mintel Reports
    Provides market and consumer research reports across multiple international markets. Strong in consumer goods, food and beverage industry from American and European countries.
  • 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 (Requires Internet Explorer)
    For assistance in using UIR, view the following documents:
  • 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.

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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.
    Click here to get Username/Password.
    For help in using this database, please see How to Search Ad$pender.
  • 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 SourceŽ, Consumer Magazine Advertising Source, Newspaper Advertising SourceŽ, and Radio Advertising Source, and TV and Cable Source.

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FINDING ARTICLES


To find journal, or magazine, or newspaper articles, search the following databases:

  • Academic Search Premier
    Offers indexing and abstracts for over 2,880 journals covering areas in social sciences, humanities, general science, and education. Provides full text for nearly 1,380 journals.
  • Business Source Premier
    Full text from nearly 930 journals covering business, management, economics, banking, finance, accounting and much more. In addition to the full text, this database offers indexing and abstracts for nearly 1,570 journals.
  • Factiva
    Factiva offers full text of 8,000 international business and general publications including the Wall Street Journal from 1984 to the present, financial profiles for companies worldwide and historical stock prices as well as current data and market indexes.
  • Lexis-Nexis Academic

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ENTREPRENEURSHIP


Maintained by: Kaiping Zhang, kzhang@uoregon.edu
Last Modified: 11/02/2009