Research and Course Guides: MKTG 340 Marketing Research: Getting Started

Welcome

In this guide, you'll find resources for the course, MKTG 340: Marketing Research. The UST libraries offer resources that you can use to find the following:

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

About OSF & Keffer Libraries

O'Shaughnessy-Frey Library
651-962-5494 (Circulation)
651-962-5001 (Reference)
651-962-5400 (Hours)
2115 Summit Ave, St. Paul, MN 55105
Directions & Parking
Library Hours

Charles J. Keffer Library
651-962-4642 (Circulation)
651-962-4664 (Reference)
651-962-4640 (Hours)
MOH 206, 1000 LaSalle Ave, Minneapolis, MN 55403
Directions & Parking
Library Hours

Essential Resources

IBISWorld Industry Market Research
In-depth industry analysis for 700+ U.S. industries and hundreds of international industries; they are adding state-specific reports. Restricted to current UST students, faculty, and staff.

Even on campus you must login with UST username and password.
ABI/INFORM Trade & Industry
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Contains industry reports and articles from trade and news publications, and is good for researching smaller, niche industries. Limit your search to "Industry Report" on the list of Document Types.
Reference Solutions from Data Axle (Formerly ReferenceUSA)
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Contains information for millions of U.S. businesses nationwide. Search by company name, size, revenue or business costs (often these figures are estimated), location, industry, or many other characteristics. Choose US Businesses or US Standard White Pages, then Advanced Search. Exporting of data is limited to 100 items on-campus or 50 off-campus.
SimplyAnalytics
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Use SimplyAnalytics (formerly SimplyMap) to create thematic maps, datasets, and reports using thousands of demographic, business, and marketing data variables for the U.S. Use it when you need demographic and marketing data for a specific geographic area in the U.S. such as a city, county, census tract, or ZIP code. Create a free personal account with your UST email to save your work (check your email spam if you don't receive an activation email) or sign in as a guest. Limited to 5 simultaneous users.
Simmons Insights
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Demographics, psychographics, product usage, spending behavior, and media habits of U.S. adult consumers, based on national consumer surveys. Use it to create your own custom reports. Restricted to UST students, faculty, and staff. Limited to 20 simultaneous users.

Marketing Research Defined

Marketing research is “the function which links the consumer, customer and public to the marketer through information – information used to identify and define marketing opportunities and problems; generate, refine and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.

Marketing research specifies the information required to address these issues; designs the method for collecting information; manages and implements the data collection process; analyzes the results; and communicates the findings and their implications” (American Marketing Association, quoted in Baines and Chansarker, Introducing Marketing Research, John Wiley, 2002: 4).

Your Librarian

Marianne Hageman

Email Me

Contact:

OSF Library 156
mdhageman@stthomas.edu
651/962-5404

Subjects:Business, Communication & Journalism, Communication Studies, Emerging Media, Marketing

Business Librarians

Marianne Hageman (St. Paul)
mdhageman@stthomas.edu
651-962-5404

John Heintz (Mpls. & St. Paul)
jpheintz@stthomas.edu
651-962-4646

Andrea Koeppe (Mpls.)
andrea.koeppe@stthomas.edu
651-962-4647

During the COVID-19 Outbreak we will be working from home, but we are still available for research questions and consultations. You can email us to get in touch!

Research consultations

Research assistance is available via phone, e-mail, and in-person at both the St. Paul and Minneapolis campus libraries. While walk-in service is often available, we recommend that you schedule an appointment for lengthy consultations or tutorials. Contact a UST business librarian for an appointment.