1. MKT 351 INDUSTRY INFORMATION ASSIGNMENT Susan Hurst Business Librarian

2. OVERVIEW 1) Census Data 2) Syndicated Data 3) Trade Journals 4) Trade Associations

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 Course Packet). http://www.census.gov/

5. CENSUS SITE REVIEW Choose Economic Census Link Find the NAICS code for your industry. Choose something in Manufacturing (NAICS Code beginning with 31, 32, 33) Find the operational definition for your industry. Get the Industry Series Report (using your NAICS Code).

6. SYNDICATED DATA Mediamark (see Handout to use Online) Consumer Survey Data Includes detailed demographics and psychographics. Tells who buys what products.

7. SYNDICATED DATA (cont.) Must come to the library to use. Available in print King Ref HF 5415.3.M43 1998 Also on Dell Computers in King Library. It is under Programs in the Start Menu. User Guide is available ONLINE (E- RESERVES) Read BOTH the User Guide & the individual volume introduction for help with understanding the numbers.

8. TRADE JOURNALS Magazines published by an industry. See Handout in Course Packet for examples. Shelved at King with the other magazines (Journals now arranged by Call #). Try and find an annual issue that has statistics. Use Bacon’s or other sources (see Handout in Course Packet) for additional titles.

9. TRADE ASSOCIATIONS Formed to promote an industry, not one company (i.e. American Dairy Association). You will probably need to contact your association – START EARLY!! Locate Associations through the “Associations Unlimited” Database on MiamiLink (linked under Business) http://www.lib.muohio.edu/

10. WRAP-UP  Census Data – Do all online http://www.census.gov/ http://www.census.gov/  Syndicated Data – Mediamark  Must come into the library to use. Available in King Reference HF 5415.3.M43 or listed under Programs on the Dell computers in King Library.  User Guide is available Online in E- Reserves http://www.lib.muohio.edu/http://www.lib.muohio.edu/

11. WRAP-UP (cont.) Trade Journals – like magazines, Must come into the library to use Trade Associations – locate through Associations Unlimited (Database linked from MiamiLink) http://www.lib.muohio.edu/ Associations Unlimited http://www.lib.muohio.edu/

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