Business Library ResourcesADV 843 Patricia HuddlestonSeptember 30, 2013

Using the Business LibraryThe Business Library has several resources for you including: Databases and books Remote access to databases Research Guides and Help Guides for the

databases 24/7 Help Line Group Study Rooms E-Token Printing

Your Course Guidehttp://libguides.lib.msu.edu/adv-843

It also can be found linked on the Business Library web site.

Company Analysis

When doing brand research, you may need to take a look at the company and how it is doing. These resources will help answer the questions: What companies own what brands?What are the major strengths and

weaknesses of the company? What is the company's history? Who are their competitors?

Company Analysis Brands and Their Companies CorporateAffiliations.com International Directory of Company

Histories LexisNexis Academic Investext Reports MarketLine Advantage Global Market Information Database

(Passport GMID) And more

Brand AnalysisThese resources will help answer the questions: Who are the brand's competitors? How is the brand positioned in the

market--what is it's market share? Who is buying the brand and why? How has the brand been advertised? What are the advertising expenditures

for the brand/company?

Brand AnalysisMintel Oxygen ReportsIBISWorldEncyclopedia of Major Marketing

CampaignsEncyclopedia of Consumer BrandsGlobal Market Information

Database (Passport GMID)

Mintel Oxygen Reports Industry overview and trends including brands Consumer spending and buying patterns Demographic profiles Marketing and Attitudes Includes some commercials Create account with MSU email address Connect to Mintel Oxygen Reports Examples:

Mobile Phones - US – January 2013 Coffee Houses & Donut Shops - US – October

2012

IBISWorld Similar to Mintel but less consumer

information Covers other areas Includes operating conditions (think

SWOT) Connect to IBISWorld Examples:

Sports Franchises in the US – 71121a Shoe & Footwear Manufacturing in the US -

31621

Category (Industry) AnalysisSimilar to brand analysis.These resources will help answer the questions: What is going on in the industry?What are new trends? What are the major companies in

the industry and what is happening with them?

Category (Industry) AnalysisMintel Oxygen ReportsIBISWorldFreedonia FocusGlobal Market Information

Database (Passport GMID)MarketLine Advantage

Consumer AnalysisThese resources will help answer the questions: Who are the target market?What are the consumer

demographics, psychographic, and behavioral factors?

Consumer AnalysisMintel Oxygen ReportsSimply MapeMarketerStatistaSimmons OneViewSRDSProQuest Entrepreneurship

SimplyMap What are the people like in the area? Provides information on what people are doing -

Consumer spending, buying patterns, and activities Nice graphics. 5 Users at a time Create account using MSU email address Connect to Simply Map Help Guide: http://libguides.lib.msu.edu/simplymap Examples:

% TELECOM | CELLULAR/WIRELESS PHONES | CELLULAR/WIRELESS PHONES - BRANDS OWNED | BLACKBERRY, 2011

% ENTERTAINMENT/LEISURE | SPORTS INTERESTS | SPORTS INTERESTS-LAST 12 MONTHS | NATIONAL HOCKEY LEAGUE (NHL) | VERY INTERESTED, 2011

eMarketer Online marketing statistics Articles and reports Consumers, media usage, mobile, social

media, and more Connect to eMarketer

Statista Statistics on over 80,000 topics

including advertising Connect to Statista

News & ArticlesThese resources will help you find

articles in magazines, journals, and newspapers about companies and industries.

What is going on now? What is being said about or by the players involved?

Use various keywords (ex. instead of Facebook, use social media)

News & Articles Business Source Complete ABI/INFORM Complete Communication & Mass Media Compl

ete 

Factiva LexisNexis Academic

Books

Citing Your SourcesJust do it!Citing Business Databases in

APA Style

Need more help?Contact me for research

assistance. Emily Treptow – 432-4182 or

treptowe@msu.edu(when sending email include course number in subject heading)

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