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Embedded LibGuides by Jenny

Library Research and Help

 

Greetings! I'm honored to be your librarian for MRKT 3045: I can help you find articles; industry data, market research or consumer and demographic data; navigate the databases, or answer any other question.  

I share remote 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?  

WGSN 

  • Fashion and retail trends, trend forecasting, and insight
  • A "global view, curated by industry experts," comprised of product designers and "thought leaders"
  • Create an account using your JWU email (must access this through the library- the link above

 

 

Brand Catalyst

  • "Predictive consumer segmentation and brand strategy tool": find out info about how likely a consumer is to purchase a brand, or engage in a behavior
  • Who is the consumer for a brand: what other brands do they like, what do they believe in/what's important to them
  • Helps to define brand identity
  • If you are familiar with MRI+, Brand Catalyst is the "new" MRI+.

Please view the following tutorial to learn how to navigate Brand Catalyst (accessed through Simmons Insights)

 

 

RKMA Market Research Handbooks

eBooks (large downloadbale PDFs) on

  • Consumer Behavior
  • Consumer Marketing
  • Entertainment
  • Media & Advertising
  • Health Care
  • Hotels & Resorts
  • Leisure Market
  • Restaurant & Food Service
  • Retail Business
  • Sports Marketing
  • Travel & Tourism 

Market Research 

  • Industry reports
  • demographics
  • market trends
  • forecasts
  • analysis of major brands, new products
  • consumer trends & buyer behavior in 
    • Food & Beverage,
    • Food Service & Hospitality
    • Retailing
    • Technology & Media
    •  Travel & Leisure.

 

IBISWorld

  • industry research for over 700 US industries

  • research on hundreds of international industries

  • Watch the video below for a quick tutorial on how to navigate and access global industry data and reports



First Research 

  • 80+ in-depth industry profiles and 900 smaller industry segments. 
  • Overview of business challenges, trends, industry opportunities.
  • NOTE: You must click through 3 pages (2 "Continue" and 1 "Submit" page) before reaching the "Search for Industry and Geographic Profiles" main page.

Use these free apps

  • Zip Code Look-Up: to find out the demographics and lifestyles of segments in your neighborhood!
  • Segment Details: for details of the PRIZM segments (by lifestage or social grouping) . Easy to navigate and free to use. You may access the "snapshot" and the interactive map. However, go through the library to access the more in depth reports available through the subscription database SRDS
  • For help with SRDS, contact a librarian: click on the "Ask a Librarian" button below. 
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Business Source Complete

  • Search by company (click on the "Company Profiles" section under the "Browse" menu)
    • Company profiles, narratives
    • SWOT analyses
    • Company acquisitions, brand and product introductions and development
  • Search by topic (for example, "Business ethics of Nike" or "Consumer trends impacted by COVID")

 

 


Statista

Find consumer, company, and brand or product profiles/reports (also called "dossiers")

 

MLA Style Guide

If you need more in depth guidance on formatting go to the Purdue OWL

Need to talk to someone and seek guidance in real time?

  • Schedule an appointment with the writing coach through uSucceed.