OTHER RESOURCES
UW-W users only
Marketing 321 & 733
Marketing Research
Marketing Research Tools
Note: For students taking online courses, the University Library has a document delivery service that allows you to request books from the Library and have them mailed to you at home. Find out more about this service on the University Library Interlibrary Loan/Document Delivery page. When placing an order, be sure to write in the Notes box that you are an online student.
Books on Focus Groups (Library Catalog search)
Use this link to search for books and other University Library materials on focus groups.
Books on Marketing Research (Library Catalog search)
Use this link to search for books and other University Library materials on market research.
Books on Qualitative Research (Library Catalog search)
Use this link to search for books and other University Library materials on qualitative research.
Books on Survey Research (Library Catalog search)
Use this link to search for books and other University Library materials on survey research.
How Market Research Works (HowBizWorks.com)
A spin-off of the popular HowStuffWorks site, this explains the basics of the various market research tools and offers advice on other aspects of market research.
The Survey Kit (HN29 .S724 2003)
This 10 volume set covers all aspects of surveys, from asking questions to doing mail and phone surveys to analyzing and reporting survey data. There is also a 1995 edition of this set under the call number HN29 .S724 1995.
Demographics & Lifestyle Characteristics
ClickZ Stats (Internet.com)
Get the latest data on the Internet habits of your target audience. This site is a great place to learn about the latest issues and trends in the e-commerce landscape. It's chock-full of news, statistics, and demographics on industries, target audiences and companies.
Consumer USA Ref HC 101 .C744 2004
Find information on consumer trends, economic indicators and information on consumer products (including market size and market share) in the United States.
Demographics and Consumer Research (from Library Guide: Market Research: Demographics)
Find sources of demographic information on the Web and in the Library.
International Marketing Data and Statistics Ref HA 42 .I56
Find international marketing data for 160 countries.
Lifestyle Market Analyst Ref HF 5415.33 .U6 L54, Kept at Reference Desk
Need to understand consumer's lifestyles and how they relate to your product or service? This handy source provides consumer segment profiles, lifestyle profiles and metropolitan area profiles to give you a preliminary market analysis.
New Strategist Publications (Library Catalog search)
Use this link to search the Library catalog for titles such as Generation X, Millennials, Wise Up to Teens, American Women, American Attitudes, etc. These books help marketers understand potential customers by learning who they are, what they like, how they think and how they spend.
Polling the Nations (Opinion Research Service Publishing) 
restricted to 1 user at a time
Polling the Nations is a compilation of more than 14,000 surveys conducted by more than 700 polling organizations in the United States and more than 80 other countries from 1986 to the present. Search by topic, question, date, geography, organization conducting survey and category of respondents (gender, ethnic groups, etc.).
Roper Center for Public Opinion Research (via LexisNexis Academic)
The Roper Center for Public Opinion Research is the most comprehensive full-text collection of public opinion in the United States. It covers the full spectrum of public interest including politics and government, public institutions, international relations, business, social affairs and consumer behavior and preferences. The file includes actual data from a wide variety of sources in opinion polling such as Gallup, Harris, Roper, ABC, CBS, CNN and NBC, Los Angeles Times, New York Times, USA Today and Wall Street Journal.
TableBase (RDS) restricted to 1 user at a time
TableBase is a database comprised of tables providing information such as: market share, market size, capacity, production, imports, exports, sales, product and brand rankings, forecasts, healthcare statistics and demographics. Tables are drawn from the more than 1000 sources including business and trade journals, statistical annuals, brokerage reports, trade association reports, and governmental reports.
U.S. Census Bureau
The Census of Population, Census of Housing, Census of Population and Housing, Economic Census and other data from the Census Bureau provide valuable information for marketers on their target customers. Use American FactFinder for quick navigation of census data. For detailed tables, start in American FactFinder, then choose Data Sets — Decennial Census, then select Summary File 3 (or Summary File 4 if you need detailed data by race), then select Detailed Tables.
World Consumer Lifestyles Databook: Key Trends Ref HF 5415.3 .W67 2005
In addition to industry and economic data, this sources provides consumer expenditure data for all types of products for 71 countries worldwide. Get data on eating, drinking and leisure habits, education, employment, home ownership and much, much more.
Company & Brand Information
Advertiser & Agency Red Books Plus (National Register Publishing) restricted to 1 user at a time
Search by brand name or company name. Tells you the relationships between companies as well as basic company information such as web page address, SIC codes used, sales figures, year founded, etc. Also provides the amount the company spends on advertising, who their ad agency is and what media they use.
American Manufacturers Directory Ref HD 9723 .U27, on top of reference bookshelves; AND on CD-ROM workstation S8
Lists 170,000 U.S. manufacturers alphabetically, by city, and by SIC code. Includes credit ratings. The CD-ROM allows searching by industry, geography and size.
Brands and Their Companies Ref T223 .V4 A25
If you know a brand name but don't know what company produces the product, this source is for you. Includes a listing of the companies with their addresses.
Corporate Affiliations (National Register Publishing)
Search for companies by industry, geography and size. Includes 174,000 U.S. and international parent companies, affiliates, subsidiaries, and divisions - all the way down to the seventh level of reporting relationships. All domestic and foreign subsidiaries are included.
Hoover's Company Records (Hoovers via ProQuest)
Find company descriptions, financials and top competitors.
International Directory of Company Histories Ref HD2721 .I63
Two to three page narratives outline the historical development of more than 5,500 companies worldwide. Use the index in the latest volume to find your company. Page numbers in bold indicate a full article on the company (otherwise it indicates a mention of the company in another company's history).
LexisNexis Academic (LexisNexis) Off-Campus Users access requires UW-W login.
Check out the Company Information section of the Library's How to Use LexisNexis: Business guide for tips on how to access its business offerings.
Market Share Reporter Reference Desk HF5410 .M35
Find market share data for product types, companies and brands. The information is gathered from periodicals, newspapers and trade journals. Use the product, company name, and brand name indexes in the back of vol. 2 to find the appropriate tables.
Morningstar Library Edition (Morningstar) restricted to 2 users at a time
Morningstar contains reports on more than 8,000 stocks and 12,000 mutual funds, Analyst Reports on 1,000 stocks and 2,000 mutual funds and Morningstar ratings for stocks and funds. Morningstar contains both stock and fund screeners and a portfolio X-ray tool that helps you look for strengths and weaknesses in a portfolio.
Standard & Poor's NetAdvantage (Standard & Poor's)
Brief summaries of common stocks along with some preferred and convertible preferred stocks. Also includes some closed-end funds. Covers dividends, financial position, capitalization and earnings per share. Click on the Companies button, select "Company Profile" from the drop-down menu and search by ticker or company/fund name. The "Stock Reports" and "Bond Reports" give more detailed information on companies and the "Industry Surveys" provide in-depth analysis of 52 U.S. industries.
Company & Industry Articles and News
ABI/Inform Global (ProQuest: 1971- )
Indexes more than 1,300 business publications including 600 journals with full text from 1992 to present. Many international resources are included and coverage is global in scope.
Business Dateline (FirstSearch: 1985- )
The prime place to search for regional business news in the U.S. and Canada. Includes searchable fulltext articles from more than 500 North American regional business tabloids, magazines, daily newspapers, and news wire services. This database covers regional business activities and trends with particular emphasis on economic conditions in selected cities, states, or regions, as well as mergers, acquisitions, company executives, new products, and competitive intelligence. LIMITED SEARCHING: The Library is charged per search for this database. Please contact B. Bren (brenb@uww.edu or 262-472-5521) before beginning large research projects requiring many searches.
Business Full Text (WilsonWeb: 1982- )
Indexes and abstracts articles from more than 345 English-language periodicals published in the United States and elsewhere, including the leading business magazines and trade and research journals, plus the partial/full text of over 160 of those periodicals. Partial/full text coverage begins in January 1995.
Business Source Elite (EBSCOhost)
Provides comprehensive access to abstracts and indexing for over 1500 titles, plus searchable full text for more than 750 business periodicals, such as Business Week and the Economist.
LexisNexis Academic (LexisNexis)
Check out the Searching section of the Library's How to Use LexisNexis Academic guide for tips on how to search for various types of news sources.
ProQuest Newspapers (ProQuest)
Full text articles and citations from more than 500 U.S. and foreign newspapers and newswires including Wall Street Journal and the New York Times.
Tablebase (RDS) restricted to 1 user at a time
TableBase is a database comprised of tables providing information such as: market share, market size, capacity, production, imports, exports, sales, product and brand rankings, forecasts, healthcare statistics and demographics. Tables are drawn from the more than 1000 sources including business and trade journals, statistical annuals, brokerage reports, trade association reports, and governmental reports.
Industry Overviews & Analysis
Associations Unlimited (Gale Group)
Use this directory of 150,000 nonprofit associations to search for regional, national and international trade and business associations in a particular industry. Each entry will list the association's Web site where basic industry data and statistics are often available without cost (detailed data is usually for members only).
ClickZ Stats (Internet.com)
This site is a great place to learn about the latest issues and trends in the e-commerce landscape. It's chock-full of news, statistics, and demographics on industries, target audiences and companies.
Encyclopedia of American Industries Reference Desk HC102 .E53
Vol. 1 contains manufacturing industries and Vol. 2 contains service and non-manufacturing industries including not-for-profit industries. Each entry provides: industry snapshot, organization and structure, background and development, current conditions, industry leaders, America and the world, and research and technology. A bibliography for further reading is also provided. Entries are arranged by SIC code, so use the index in the back to locate companies, product types or brands.
Industry Analysis (from Librarian Selected Resources on the Internet: Marketing)
Find links to sources of industry data for many industries from trade organization and trade journal Web sites.
Industry Overviews (from Library Guide: Market Research: Demographics)
Find sources of industry overviews available in the Library. These sources provide 5-35 page detailed analyses of various industries, outlining the structure of the industry, current trends, market size, market share, and key players in the industry.
International Marketing Data and Statistics Ref HA 42 .I56
In addition to industry and economic data, this sources provides demographic trends & forecasts, health & living standards, literacy & education, consumer expenditure patterns, consumer market sizes and cultural indicators for 162 countries worldwide.
Global Market Information Database (includes Market Research Monitor)
Global Market Information Database provides access to over three million demographic, economic and marketing statistics for over two hundred countries back from 1977, as well as country profiles and consumer market sizes for many products across over fifty countries. This database also includes Market Research Monitor, which offers over 2,200 top-line market research reports on international consumer, industrial and service markets. Reports offer up to date market size data, company shares, brand shares and forecasts.
Standard & Poor's NetAdvantage (Standard & Poor's)
The Industry Surveys provide detailed analyses of 52 U.S. industries including current environment, trends, key industry ratios and statistics and top industry players. Because this is a tool for the analysis of securities, it focuses on publicly-traded companies.
TableBase (RDS) restricted to 1 user at a time
TableBase is a database comprised of tables providing information such as: market share, market size, capacity, production, imports, exports, sales, product and brand rankings, forecasts, healthcare statistics and demographics. Tables are drawn from the more than 1000 sources including business and trade journals, statistical annuals, brokerage reports, trade association reports, and governmental reports.
State & Local Resources
Alumni & Foundation (UW-Whitewater Office of University Advancement)
Connect the dots between the UW-W and its alumni. Read the newsletter and find local chapters and contact names.
Factbook (UW Whitewater, Institutional Research)
Think you know everything about UW-W students? Think again. The Factbook has demographics, degree statistics, and tons of statistics on students, faculty and staff. Check out the National Survey of Student Engagement to learn more about how your UW-W peers live, work and study -- and how they stack up to students at comparable schools.
State of Wisconsin (Wisconsin.gov)
Find information and data on all aspects of Wisconsin government. The Blue Book is a guide to Wisconsin government and includes a statistical profile answers a lot of questions about the government, history, and economy of the state.
Walworth County
Find county ordinances, property tax records and property transfers in addition to lots of other information on Walworth County.
UW System Factbook (UW System, Univ. Relations)
Select the most recent annual Factbook to get the statistical snapshot of the programs, students, faculty and staff of the UW system.
Worth Every Penny: The Economic Impact of the Univ. of Wisconsin System (UW System)
Get the lowdown on how the University of Wisconsin contributes to the economy.
International Resources
To find information on international trade, countries and cultures, see the Marketing 361: International Marketing class assignment guide.
Evaluating Internet Sources
Evaluating Internet Resources (University Library)
Use this guide to find sources that will help you evaluate the credibility of Web sites.
SIC & NAICS Codes
SIC & NAICS Codes
Many business reference sources such as company directories or industry analyses use the U.S. government's numerical codes, Standard Industrial Classification (SIC) or North American Industry Classification System (NAICS) to describe types of businesses. Use these sources to identify SIC or NAICS numbers for your industry.
- Search SIC Code by code number or keyword
- SIC Division Structure (complete hierarchical listing
- 1997 NAICS and 1987 SIC Correspondence Tables
Related Library Guides
Marketing (Librarian Selected Internet Resources)
Locate resources for industry overviews and industry statistics.
Small Business & Entrepreneurship (Librarian Selected Internet Resources)
Locate resources for starting and growing a small business.
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Last Updated: August 10 2007