Marketing 441: Research Session Ms. Shana Gass, MSLS, MS Reference Librarian September 2010

Smart Searching Handout & Highlight Handout Smart Searching Handout What Would Google Do? Better Googling MKTG 441: Research Session Highlights Can be found also at:

Agenda Your Organization The Industry/Competition – U.S. Economic Census – National Center for Charitable Statistics Demographics & psychographics – U.S. Census & American Community Survey – ESRI - Tapestry Spending – ETI Drilldown (website) – Community Sourcebook of Zip Code Demographics & Demographics USA (books On Cook) – American Incomes & Household Spending (books On Cook) Database searching

Subject Gateways & Databases Links

Know Your Organization

More Information on Your Organization Guidestar.org for Form 990 [requires free registration] Search: NEWS

What other organizations provide services? See: Directories on Highlights handout; also check links from your target organization

Industry Research Nonprofit sector as an industry Nonprofit companies in US Economic Census National Center for Charitable Statistics Look for reports on organizational web sites! Foundation Center

US Economic Census Bureau of the Census Every 5 years – latest is ‘07 Establishments, sales, payroll Read the definitions! Arranged by NAICS code

Sample NAICS Code (North American Industry Classification System) 51 Information Publishing Industries (except Internet) Newspaper, Periodical, Book, and Directory Publishers Newspaper Publishers Newspaper Publishers You’ll need a NAICS code to drill down by industry in the Economic Census

Try It! Go to business.census.gov Can you find information on nonprofits? Other relevant industries? (using the appropriate NAICS code? Drill down to 5-6 digit level) Can you find information on this industry within the state? How about Baltimore County?

Other ways to Access the Economic Census > Economic Census > Get Data

Know Your Target Market: Secondary Data Consider scale: national, regional, state, county, city, DMA, zip Consider age Demographics –Demographics example: American Factfinder - US Census American Factfinder - US Census Psychographics –Psychographics example: –ESRI – Tapestry SegmentationESRI – Tapestry Segmentation

American Factfinder - Demographics Based on the decennial census Smaller survey done each year

Market Research Sources Mediamark – library database (register w/TU address) Product user info, with demographics & media usage Simmons – library Product user info, with demographics & psychographics SRDS Local Market Audience Analyst – library database Demographics & psychographics/lifestyle info by country, DMA (Designated Market Area)

Tutorials Simmons (Van Houlson, U. of Minnesota): Mediamark/MRI+ (Joyce Garczynski, Towson U.): SRDS Local Market Audience Analyst See the icons in the database. Also: (by Alison Cody, Loyola/Notre Dame U.):

Check out the Library Catalog Books on sickle cell, autism, nonprofits, fundraising… See Highlights handout for search tips

Researching Issues & Nonprofits Using Cook Library Databases News – local, national, international for general or “trade” audiences Research – studies in academic AKA peer-reviewed AKA scholarly journals Case studies Advice for practitioners Opinion pieces

Researching Sickle Cell, Autism, & Nonprofits Using Cook Library Databases Business Source Complete Academic Search Premier Education Research Complete Factiva LexisNexis Academic

Some (Specialized) Journals in the Library Databases American Journal of Public Health Autism Research Chronicle of Philanthropy Nonprofit and Voluntary Sector Quarterly Social Marketing Quarterly

Search Techniques Make All the Difference Search #1 What is Americans’ general propensity to support charities through financial contributions and/or volunteering? Search #2 charities volunteering Search #3 charities and volunteering Search #4 charit* and volunteer*

Search #5 (all in one search box) charit* and (volunteer* or donat* or support*) In Advanced Search the same search could look like this:

Combined “EBSCO” Database Search Business Source Complete Academic Search Premier ScreenshotScreenshot of a Sample Search

LexisNexis Academic This is where you want to be to search for news articles in Lexis!

Questions? …feel free to contact me! Ms.Shana Gass Or any reference librarian: Visit – call – IM – – TXT* Cook Library Website > Ask a Librarian * Dial begin with askcook Normal txt rates apply!