LibGuides: Marketing: Get Started

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Featured Databases

Mintel Academic Access (Market Research)
Hundreds of in-depth micro-level market research reports on dozens of market niches in 14 major consumer areas. Each report has market data, company/brand data, consumer demographics, trending and forecasting information.
As of January 2024, Mintel no longer allows PDF downloads. PPT and other downloads will require you to set up an account.
Academic Search Premier
Multidisciplinary, general database covering most academic topics. Hosted by EBSCO.
JSTOR
Multidisciplinary resource providing articles from peer-reviewed journals. UCO's Collections include Arts & Sciences I-XV, Business IV, Ecology & Botany II, Hebrew Journals, Ireland, Life Sciences, Lives of Literature, 19th Century British Pamphlets, Security Studies, and Sustainability. Archival access only.
ProQuest Central
Multidisciplinary search across many databases including business, health and medicine, social sciences, education, science and technology, and arts and humanities.

Sources for Marketing Research

Information for market research is gathered through both primary and secondary research. Primary data is research that you conduct yourself. Secondary data is based on the research done by others. When looking for secondary market research consult the following sources:

Industry profiles and market research reports
Articles from trade publications, newspapers, and business magazines
Information from industry or trade associations
Government agencies - Census, Labor Department, etc.
Press releases from the main companies and 10-K/Annual reports (if the company is public)