1. MKT 335 INDUSTRY INFORMATION ASSIGNMENT Susan Hurst Business Librarian

2. OVERVIEW  1) Census Data  2) Syndicated Data  3) Trade Journals  4) Country Information

3. CENSUS DATA  Economic Census – Once every 5 years.  Industry data only – No individual companies.  Use NAICS codes – North American Industry Classification System.  Replaces SIC – Standard Industrial Classification.

4. CENSUS DATA (cont.)  NAICS codes – 6 digits, more specific and up-to-date.  SIC codes still used, need to know also.  Locate codes at Census website or in handbooks (See the Library Handout in your course packet).  http://www.census.gov/ http://www.census.gov/

5. CENSUS SITE REVIEW  Click on the Economic Census page and choose the Industry Series Link.  Choose an Industry Series Report  Use the tables in the report for your Variables & Note the NAICS code  Go back to the Economic Census homepage & click on the NAICS link in left sidebar, go to the 2002 NAICS link.  Put in your 6 digit NAICS code to get the definition & corresponding SIC code.

6. SYNDICATED DATA  Mediamark is …  Consumer Survey Data  Includes details on consumer demographics and media exposure  Tells who buys what products.  User Guide is available in E-RESERVES or see tutorials on online start-up page.

7. SYNDICATED DATA (cont.)  Now available online – either register or use my email & password – see Handout in your course packet for details on how to use.  Methodology is available from “News” link on Mediamark home page or User Guide.  MRI + (Mediamark) (Linked under Marketing in Research by Subject on the Libraries homepage http://www.lib.muohio.edu/) MRI + (Mediamark)http://www.lib.muohio.edu MRI + (Mediamark)http://www.lib.muohio.edu

8. TRADE JOURNALS  Magazines published by an industry.  See Handout for examples of titles.  Shelved at King with the other magazines (Journals now arranged by Call #).  Try to find an industry overview article. Look for an annual statistical issue or go online through the library databases like Business Source Premiere. Business Source PremiereBusiness Source Premiere  Use Bacon’s or other sources (see Handout) for more trade journal titles.

9. COUNTRY INFORMATION  Many sources for country information.  Some sources focus on travel or culture or current news from the country.  Others are more in-depth, and include politics, economics, tax regulations, & business climate  Country Commerce & Country Profiles Online (Linked under Marketing in the Research by Subject section of the Libraries homepage http://www.lib.muohio.edu/) Country Commerce & Country Profiles Online http://www.lib.muohio.edu Country Commerce & Country Profiles Online http://www.lib.muohio.edu

10. WRAP-UP  Census Data – Do all online http://www.census.gov/ http://www.census.gov/  Syndicated Data – Mediamark Available online through the library homepage (see handout in your course packet for details) Available online through the library homepage (see handout in your course packet for details)

11. WRAP-UP (cont.)  Trade Journals – like magazines, see Handout in your course packet for examples  Country Information – Use Country Commerce & Country Profiles Online (Database linked from library homepage, under Research by Subject, Marketing) http://www.lib.muohio.edu/ Country Commerce & Country Profiles Online http://www.lib.muohio.edu/Country Commerce & Country Profiles Online http://www.lib.muohio.edu/

12. CONTACT INFORMATION Susan Hurst 202 King Library 529-4144 hurstsj@muohio.edu