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MKTG 300: Principles of Marketing: Getting Started

Resources for MKTG 300, Principles of Marketing, including company & industry information, and market/product information.

Why use this guide?

This guide includes resources for researching companies and industries and is the course guide for MKTG 300, Principles of Marketing. The UST libraries offer resources that you can use to find the following:

  • Company information
  • Industry overviews  
  • Business articles from trade publications
  • Current business news articles
  • Demographic information about consumers


Evaluating & vetting your sources

While searching the internet SEEMS quick and easy, the quality of your research is related to the quality of the sources you use: "garbage in, garbage out." Applying the C.R.A.P. test is one way to evaluate the quality and value of a data or information source. Ask yourself these questions to determine if you should utilize a resource:

  • Currency: Is the information current? Is it updated regularly?
  • Reliability: Is the source reputable? Is it accurate?
  • Authority: Who created the information? Why?
  • Purpose/Point of View: Is there a balance of perspectives? Is the information biased?

Here is additional information about the CRAP test as well as the Vanderbilt University presentation What The Crap?

What do you need to do?

This guide can help you:



Research 101

As you begin your research, ask yourself:

  • What do you already know?
  • What do you NEED to know?
  • Do you need to identify companies and competitors?
  • Do you need to understand an industry?
  • Do you need background information on a product or service?
  • What specific terms and/or phrases are unique to the industry?

Think about "who cares" enough to compile, analyze and publish data on a particular business topic. Library databases contain articles from trade publications, peer-reviewed contents, analyst reports, and other value-added or vetted information. In addition, consider the following sources:

  • Trade associations
  • Government agencies at the Federal, State and Local levels
  • Market research firms/consulting firms
  • Local media

Business Librarians

Marianne Hageman (St. Paul)

John Heintz (Mpls. & St. Paul)

Andrea Koeppe (Mpls.)

Research consultations

Professional reference service is available via phone, e-mail, and in-person at both the St. Paul and Minnepolis campus libraries. While walk-in service is often available, we recommend that you make an appointment for lengthy consultations or tutorials. Contact one of the business librarians for an appointment.