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LIBRARY RESEARCH

MKTG 450 Sports Marketing

Product Research

To find information on a product, you need to find the Standard Industrial Classification (SIC) Code of the product first because many product / industry analysis sources are arranged or organized by these codes.

Industry Classification Systems: SIC and NAICS

Standard Industry Classification System

What is SIC?

The Standard Industrial Classification (SIC) is a system of 4-digit codes that attempts to classify all business establishments by the types of products or services they make available. Establishments engaged in the same economic activity, whatever their size or type of ownership, are assigned the same SIC code. Most business directories and directory databases use the SIC codes to classify companies or businesses. The SIC codes are also used to gather and analyze information on U.S. businesses and industries.

SIC Structure

The Standard Industrial Classification system uses a hierarchical structure, getting more specific at lower levels. This system is divided into 11 broad divisions (Division A-K) and these divisions are subdivided into 99 two-digit major groups. There are four levels in the Standard Industrial Classificatio (SIC)

  • Division -- broad types of activity.
  • Major Group -- a recognizable sector of the economy.
  • Industry Group -- relatively broad families of outputs.
  • Industry Class (an Industry) -- a group of establishments who produce a similar set of goods or services, or who are engaged in a similar kind of activity. For example:

1987
SIC		NameClassification Level
D Manufacturing Division (Letter designation)
39 Miscellaneous Manufacturing Industries Major Group
394 Tools, Toys, Games and Sporting and Athletic Goods Industry Group
3949 Sporting and Athletic Goods, Not Elsewhere Classified
(e.g. Golfing equipment: caddy carts and bags,
clubs, tees, balls)		 Industry

Where Do You Find the SIC Codes?

You can search the SIC on the Web

You can also use the print [on Business Table]:
  • Standard Industrial Classification Manual
    DOCS REF HF 1042 .A55 (1987 is the latest edition)
Industry codes for specific companies can also be found in the following business databases:
  • 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.
  • 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 Register of Corporations, Directors, and Executives and the Security Dealers Directory.

North American Industry Classification System

What is NAICS?

NAICS is an industry classification system that groups establishments into industries based on the activities in which they are primarily engaged. It is a comprehensive system which covers the entire field of economic activities, producing and nonproducing. There are 20 sectors in NAICS and 1,170 industries in NAICS United States.

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:

1997
NAICS		NameClassification 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

Where Do You Find NAICS?

  • 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

Industry Overviews / Surveys

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.

  • Standard & Poor's NetAdvantage

Finding Company Competitors

**To find information on Oregon business rankings, use

Oregon Business
HF 5001 .B873 (Located in Special Collections)
This magazine provides annual rankings on Oregon's public companies, statistics on employment in addition to information on Oregon businesses.

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CONSUMER ANALYSIS

Demographics / Lifestyles

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.

Web Resources

  • American FactFinder -- Census Bureau tool for accessing data from population and economic censuses.

  • 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.

  • PRIZM NE -- PRIZM NE is Claritas' newest segmentation system, which assigns every neighborhood in the U.S. to one of 67 clusters. Each cluster describes the predominant demographics and lifestyles of the people living in that neighborhood. You can also access to MicroVision Standard Segmentation System, which defines 50 lifestyle types in the U.S. Enter the 5-digit zip code in the search box and also enter the security code shown below and then click "Submit".

Databases

  •  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.  

  • Sports Business Research Network
    This is a market research database which includes demographic information on consumers.

  • 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® .

  • 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.

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FINDING BOOKS & ARTICLE

To find books, search the UO Library Catalog.

To find periodical articles on your research topics search the the following databases:

  • 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.

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INFORMATION ON GROUP PROJECT

The following resources will be usefule to locate information your group project:

Oregon Football Clubs:

To learn how to cite sources in your research papers, please consult the following website:

Citing Sources in Research in Research Papers


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Maintained by: Kaiping Zhang, kzhang@uoregon.edu
Last Modified: 12/28/2007