1. Marketing 441: Research Session Ms. Shana Gass, MSLS, MS sgass@towson.edu Reference Librarian September 2010

2. Smart Searching Handout & Highlight Handout Smart Searching Handout What Would Google Do? Better Googling MKTG 441: Research Session Highlights Can be found also at: http://pages.towson.edu/sgass/courses http://pages.towson.edu/sgass/courses

3. 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 Reserve @ Cook) – American Incomes & Household Spending (books On Reserve @ Cook) Database searching

4. Subject Gateways & Databases Links

5. Know Your Organization

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

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

8. 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

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

10. Sample NAICS Code (North American Industry Classification System) 51 Information 51 511 Publishing Industries (except Internet) 511 5111 Newspaper, Periodical, Book, and Directory Publishers 5111 51111 Newspaper Publishers 51111 511110 Newspaper Publishers 511110 You’ll need a NAICS code to drill down by industry in the Economic Census

11. 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?

12. Other ways to Access the Economic Census http://www.census.gov/econ http://factfinder.census.gov > Economic Census > Get Data http://factfinder.census.gov

13. 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

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

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

16. Tutorials Simmons (Van Houlson, U. of Minnesota): http://busref.lib.umn.edu/guides/Simmons.ppt http://busref.lib.umn.edu/guides/Simmons.ppt Mediamark/MRI+ (Joyce Garczynski, Towson U.): http://pages.towson.edu/jgarczyn/mri_spring10.ppt http://pages.towson.edu/jgarczyn/mri_spring10.ppt SRDS Local Market Audience Analyst See the icons in the database. Also: http://researchwiki.lndlibrary.org/images/6/6b/SRDS_LMAA_guide.pdf (by Alison Cody, Loyola/Notre Dame U.): http://researchwiki.lndlibrary.org/images/6/6b/SRDS_LMAA_guide.pdf

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

18. 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

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

20. 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

21. 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*

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

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

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

25. Questions? …feel free to contact me! Ms.Shana Gass 410-704-2395 sgass@towson.edu Or any reference librarian: Visit – call – IM – email – TXT* Cook Library Website > Ask a Librarian * Dial 66746 + begin with askcook Normal txt rates apply!