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BUS 302 Marketing Plan Project (Sackey)

Web sites, databases, tips and tricks to support your marketing plan!

Company: Products and Services, Internal Environment

SOURCES FOR COMPANY RESEARCH: SECONDARY SOURCES (INFORMATION COMPILED BY OTHERS):

Company's web site: Start with the company’s web site; look for Investor Relations, About the Company, etc. There may be a CEO message, or you can also find mission statements, values, financial information, and other information to help you analyze the company’s strategies.

TOP PICKS

EDGAR the web site of the Securities and Exchange Commission (SEC). In the US, public companies must file information with the SEC. A 10-K is the annual filing a company must make. Click "Search for company filings" then "Company or fund name" and enter the company name. If you find reports in EDGAR, that means the company is public.

Don't forget books, you can sometimes get great overviews of a company in a book. Search your company in our library catalog

SOURCES FOR COMPANY RESEARCH: PRIMARY SOURCES (INFORMATION COMPILED BY YOU AND YOUR TEAM):

Interviews

Opinion Polls

Surveys

Observations

If you need help creating a survey or poll, see this guide on using Google Forms. It shows how to create, send, and view results from surveys you create.

Company: External Environment, Competitors, Pricing

SOURCES FOR INDUSTRY DESCRIPTIONS AND OVERVIEWS: SECONDARY SOURCES (INFORMATION COMPILED BY OTHERS):

TOP PICKS:

 

SOURCES FOR INDUSTRY NEWS: THESE SOURCES CAN BE USED FOR COMPANY, PRODUCT, AND BRAND NEWS TOO!

More Information on Companies and Industries!

SOURCES FOR INDUSTRY RESEARCH: PRIMARY SOURCES (INFORMATION COMPILED BY YOU AND YOUR TEAM):

Interviews

Opinion Polls

Surveys

Observations

Target Market and Channel Relations, Promotional Strategy 

SOURCES FOR CONSUMER/TARGET MARKET DEMOGRAPHICS, BEHAVIORS AND TRENDS RESEARCH:

TOP PICKS:

Claritas: My Best Segments 

This web site groups consumers into general categories, with brief descriptions and demographic information. Use the Zip Code Look-Up to get information about consumers in a particular area in both descriptions and graphs. There are three categories of information for consumers; PRIZM, P$YCLE, which describes the financial status of consumers, and ConneXions, which describes the level of technology use and connectivity of consumers. Use Segment Explorer to view descriptions of all of the consumer segments on the web site. Use the links on the left side of the screen to search for consumer groups by age, income, and other categories.

OTHER GOOD SOURCES: 

Consumer Expenditure Survey: Bureau of Labor Statistics: US Labor Department
Statistics and reports on consumer expenditures, unemployment rates, and much more. 

Experian Marketing Forward Blog: Freely available data, infographics, and reports on consumer behavior and trends.

Pew Research Center
A non-partisan research group that collects and presents data, opinions, and reports on American attitudes, activities, and trends.

Time Use Survey: Bureau of Labor Statistics: US Labor Department
Data on how American consumers use their time.

United Nations Demographic and Social Statistics
Includes information on demographics of countries, income and consumption, and more. Use the pull down menu for Demographic and Social Statistics. Then in each section, click on the Statistics link.

US Census Bureau International Data Base (IDB)
Statistical tables of demographic, and socio-economic data for 227 countries and areas of the world. Select data by country and year, then choose topics by using the pull down menu that says, Select Report.

Citing Your Sources

Whenever you do research, you will need to cite the information sources that you use. Most business scholars use APA style. Here are some tools that can help you with this task:

 

Gleeson Library's guide to citations: How? Why? When? 

 

Getting Help!

There are several ways to obtain assistance with your research. Read on!

The School of Management has a library liaison named Penny Scott, and you can contact her for help. 

Her contact information is: email: plscott@usfca.edu * phone: 415-422-5389

It is best to call or email ahead, or make an appointment, to make sure she is available! Appointments are available virtually via Zoom, or in-person, and are great for groups or individuals.

If Penny is not available, or any time you need help, you can always get help, just Ask a Librarian!

You can also take a look at our Research Guides on many topics!

Ask A Librarian