MKT 335 INDUSTRY INFORMATION ASSIGNMENT Susan Hurst Business Librarian

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

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.

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). 

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.

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.

SYNDICATED DATA (cont.)  Now available online – either register or use my & 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 MRI + (Mediamark) MRI + (Mediamark)

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.

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 Country Commerce & Country Profiles Online Country Commerce & Country Profiles Online

WRAP-UP  Census Data – Do all online  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)

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) Country Commerce & Country Profiles Online Commerce & Country Profiles Online

CONTACT INFORMATION Susan Hurst 202 King Library