Library Resources
Greetings! I am happy to be your librarian for MRKT3050. I can help you find information and research your topic!
I share office hours with an awesome team of librarians, so if you'd like some one-on-one help click here to book an appointment or let me know a time that works for you. We're here for you!
Jenny Castel | jcastel@jwu.edu | 401-598-1887
Did you know you can also chat or text with one of our on-duty librarians? It's anonymous, free, and super fast!
Need help searching the databases? Check out our Library Help Docs for step-by-step information.
Or, check out this quick information about MRI+ and SRDS.
List of Industry Research, Market Research, and academic research databases
- Business Insights Global This link opens in a new window
- Case studies, company profiles & industry research reports
- Country economic reports, market research reports
- SWOT analyses, and video interviews with business executives, and selective full-text articles
- Business Source Complete This link opens in a new window
- Company profiles, SWOT analyses where available, industry profiles, stocks and investment information, management-related articles
- Harvard Business Review case studies and streaming videos from the Harvard Business School Faculty Seminar Series, and selective full-text articles
- JWU Library does not have access to Harvard Business Cases
- First Research (Mergent) This link opens in a new window
- In-depth U.S. and global-wide industry profiles (each report includes an overview of business challenges, trends, opportunities, and ratios)
- "State and Province Profiles" with a clickable map for monthly updates of local industry, economic, employment, and wage data for each of the 50 states and Canadian Provinces
- IBISWorld This link opens in a new window
- Industry research for over 700 U.S. industries, hard-to-find U.S. "specialized industries", and some state-level industry research
- Updated reports: Global-wide industries and industries in China
- Industry reports include "Key Statistics," "Key Ratios," and supply-chain overviews
- MarketResearch.com Academic This link opens in a new window
- Industry reports including demographics, market trends, forecasts, analysis of major brands, new products, and consumer trends and buyer behavior
- RKMA This link opens in a new window
- Content updated every two years
- Reports cover fields such as Consumer Behavior & Marketing, Entertainment & Leisure, Pandemic Impact, Restaurant/Food & Beverage, Retail/E-commerce, Sports Marketing, Travel & Tourism, and U.S. Cities & Communities
- Use CTRL F to search PDF for key terms
- SRDS This link opens in a new window
- Find ad rates, circulation figures, audience demographics, and contact info. for publishers/sales
- Identify consumer spending behavior in potential market areas
- Report titles include Business Publication Media, Consumer Magazine Media, Direct Marketing, Digital Networks & Tech, Digital Websites, International Media Guides, Local Media, Newspaper Media, Out-of-Home Media, Print Media Production, Radio Media, TV & Cable Media, and more
- IMPORTANT: A padlock icon means the library is not subscribed to that content
- To access Nielsen Segmentation & Market Solutions: Click on the green login button. No additional credentials are required. Allow time for the reports to load!
- Statista This link opens in a new window
- Statistics, reports, and visual data for a range of topics, countries, industries, trending topics, and more
- NOTE: Click through any security warnings & pop-up blockers that may appear
- Expert tools options are unavailable
- NAICS- Quick Search"The North American Industry Classification System (NAICS) is the standard used by Federal statistical agencies in classifying business establishments for the purpose of collecting, analyzing, and publishing statistical data related to the U.S. business economy." Use this quick search provided on the US Census Bureau website to locate industry codes.
NOTE: You are not alone! If you get lost please contact the library/librarians! We are here to help you!
Need to find target audience and segment information? Once you know who your target audience and segment, is SRDS Claritas 360 can help you find more information about your segment.
*NOTE* SRDS works best in Chrome or Internet Explorer. Do not use it in Safari.
Claritas 360 is a software within SRDS that provides the PRIZM Premier Segments and quite a few awesome reports that will provide with information about target audience, segment information, and their likely behaviors, interests, demographic, and geographic locations.
[SRDS (and Claritas 360, accessible and available within SRDS) is excellent for direct marketing, media planning, and for helping you understand the needs and behaviors of your target segment.
SRDS cannot tell you who your target audience is (go to MRI+ for that). ]
To access Claritas 360:
Step 1: click on the blue SRDS link above.
Step 2: once on the Kantar Media/SRDS database home page, search across the top for "Claritas 360" and click (highlighted below).
Step 3: click on the button that says "Log in to Claritas 360" (highlighted below).
*Note: you are already logged in- see in the photo above it says "log out." You do not need to actually log in because you are accessing the database through the library log in.
Step 4: Choose your report!
Which Reports Do I Use?
Help Docs to help you understand the reports in Claritas 360 and what they mean:
- Identify the households that use a product or service by selecting one or more product profiles.
- View each segment’s usage data for a single product profile (household counts and calculations).
- View the data for multiple products and/or services side-by-side.
Use to find out the potential for introducing a new product or service
How to get there:
Segmentation Reports > Lifestyle Reports > Market Potential
Use to better understand your target segment and tailor your strategy/engage with group.
How to get there:
Segmentation Reports > Lifestyle Reports > Target Segment Measure
If you use the library's databases for your research, you can copy and paste pre-generated citations - look out for the option as it may appear differently in each interface but is generally represented by an icon of quotation marks.
If you need to cite a resource not located in a database, I recommend using the OWL as a reference. Alternatively, reach out to me for help with citations!
- zbib"a quick web tool for making bibliographies on the fly."
Let's explore these databases!
Each group will be assigned one database to explore.
and will share their findings with the class at the end of the activity in this padlet:
https://padlet.com/jencastel/27rx91h4safm
THURSDAY CLASS USE THIS: https://padlet.com/jencastel/iql6vo7l9qew
- Group 1: Business Source Complete (EBSCO)
- Group 2: Statista
- Group 3: IBISWorld
- Group 4: First Research (Mergent)
- Group 5: RKMA Market Research Handbooks
- Group 6: MRI+
- Tip for Group 6- you will need to register for an account (use your wildcats email).
The authentication email will be sent to your junk/spam folder
Once you are able to log in, go to "University Reporter"
