Section 1: General Marketing Sources

Handbooks, Directories, Manuals

• Avery, Jim. Advertising campaign planning: developing an advertising-based marketing plan. 3rd ed. Chicago: Copy Workshop, 2000.
  Bobst REF6 HF5837 .A93 2000
• Bearden, William O. Handbook of marketing scales: multi-item measures for marketing and consumer behavior research. 2nd ed. Thousand Oaks, CA: Sage Publications, 1999.
  Bobst REF6 HF5415.3 .B323 1999
• Bradford's international directory of marketing research agencies. Washington, D.C.: Business Research Services, c1999-.
  Bobst REF6 HF5415.2 .B7 Latest edition only.
• Clemente, Mark N. The Marketing Glossary: key terms, concepts, and applications in marketing management, advertising, sales promotion, public relations, direct marketing, market research, sales. New York: American Management Association, 1992.
  Bobst REF6 HF5415 .C5414 1992
• Companion encyclopedia of marketing. London and New York: Routledge, 1995.
  Bobst REF6 HF5415 .C547353 1995
• Direct Marketing Market Place. New Providence, NJ: Reed Elsevier Inc. 2002.
  Bobst REF6 HF5415.1 .D57
• ESOMAR Handbook of Market and Opinion Research. 4th ed. Amsterdam: ESOMAR Central Secretariat, 1998.
  Bobst REF6 HF5415.2 .E875 1998
• GreenBook. Worldwide Directory of Marketing Research Companies and Services. New York: American Marketing Association, Annual.
  Bobst REF6 HF5415.2 .G722 Latest edition only
• Harvard Business School Guide to Careers in Marketing. Boston: Harvard Business School Publishing, 2001.
  Bobst REF6 HF5415.35 M36 2001
• IEBM Encyclopedia of Marketing. London, UK: International Thomson Business Press, 1999.
  Bobst REF6 HF5412 .I32 1999
• Lautman, Kay Partney. Direct Marketing for Nonprofits. Gaithersburg, MD: Aspen Publishers Inc., 2001.
  Bobst REF6 HF5415.126 .L38 2001
• Marketing Information: A Professional Reference Guide. 3rd ed. Atlanta, GA: Georgia State University Business Press, 1995.
  Bobst REF6 HF5415.124 .M37 1995
• Mercer, David. Marketing: The Encyclopedic Dictionary. Oxford, UK: Blackwell Publishers Ltd., 1998.
  Bobst REF6 HF5412 .M47 1999
• Taylor, James. How to Develop a Successful Advertising Plan. 2nd ed. Lincolnwood, IL: NTC Business Books, 1993.
  Bobst REF6 HF5823 .T23 1993

Section 2: Sources of Data Useful for Marketing Research

Government Documents

The Bureau of the Census is the most prolific publisher of comprehensive, federal statistical data of importance to business, in particular, market researchers.

• United States Census 2000
  URL: http://www.census.gov/main/www/cen2000.html
  Bobst REF6 Standalone Terminal #3
  Washington, D. C.: U.S. Dept. of Commerce, Economics and Statistics Administration, Bureau of the Census
• American FactFinder
  URL: http://factfinder.census.gov/
  Washington, DC: U.S. Bureau of the Census.
  This web site will be the Census Bureau's primary vehicle for distributing the 2000 Census of Population and Housing, 1997 Economic Census, and American Community Survey. Currently includes 1990 Census Quick and Detailed Tables, American Community Survey 1996-97, 1997 Economic Census data as released, and basic reference and thematic maps.
• American Statistics Index. Bethesda, MD: Congressional Information Service. Annual.
  Bobst REF6 Index Table F
  ASI provides abstracts for reports issued by Federal agencies and the executive branch that contain statistical tables. Examples include annual reports, working papers, articles from government journals, budgets and yearbooks. The indexing in ASI corresponds to the ASI microfiche set kept in cabinets in the U.S. Documents collection
• Lavin, Michael R. Understanding the Census: A Guide for Marketers, Planners, Grant Writers and Other Data Users. Kenmore, NY: Epoch Books, Inc., 1996.
  Bobst REF6 HA37.U55 L38 1996 Ask at Reference Desk
  Excellent general guide to the 1990 Census. Has basic tips for finding information in paper and electronic formats. Gives detailed descriptions of all 1990 Census Publications.
• Statistical Abstract of the United States
  URL: http://www.census.gov/statab/www/
  Washington, DC: U.S. Bureau of the Census. Annual.
  Bobst REF6 HA202 & SuDoc# C 3.134: Ask at Reference Desk Earlier issues in Stacks & U.S. Documents Collection
  Statistical compendium, which covers a wide variety of topics, including population, vital statistics, health and nutrition, education, business, manufactures and trade. Tables provide summary statistics with footnotes indicating sources for more detailed data.
• Statistical Universe.Bethesda, MD: CIS/Lexis-Nexis.
  URL: http://library.nyu.edu/collections/find_articles_title.html
  Web version of ASI and Statistical Abstract listed above. Provides full text of selected reports, and direct web links to data where available. Provides much more flexible searching capabilities than its print counterparts.
• Stat-USA.
  URL: http://library.nyu.edu/collections/find_articles_title.html
  A service of the Department of Commerce, this site provides authoritative information from the Federal government to the U.S. business, economic and trade community

Consumer Markets

• American marketplace: Demographics and Spending Patterns. 5th ed., Ithaca, NY: New Strategist Publications, 2001
  Bobst REF6 HA214 .A512 2001
• Americans 55 & Older: a Changing Market. 3rd ed., Ithaca, NY: New Strategist Publications, c2001.
  Bobst REF6 HQ1064.U5 A66 2001
• The Baby Boom: Americans aged 35 to 54. 2nd ed., Ithaca, NY: New Strategist Publications, c1999.
  Bobst REF1 HN60 .R868 1999
• Demographics USA-County Edition. New York, NY: Market Statistics, annual.
  Bobst REF6 Desk HF5437.S32 Latest edition.
  Earlier editions in stacks. Provides demographic and economic estimates by county, Metro areas, and DMAs. Gives population, income, retail sales, buying power, consume expenditure by product group, household data, employment by industry and occupation. Provides a Buying Power Index, which is a measure of a given market's ability to buy.
• Demographics USA-City Edition. New York, NY: Market Statistics, annual.
  Bobst REF6 HF5437.A2 D37 Latest edition.
  Similar to County Edition (above) with data on the city level.
• Lifestyle Market Analyst. Wilmette, IL: Standard Rate and Data Service.
  Bobst REF6 Desk HF5415.33.U6 L54 Latest only. Earlier in stacks.
  Includes preliminary market analyses at the local, regional and national levels. Includes a mix of demographic, geographic and lifestyle information, allowing three ways of identifying potential groups for marketing purposes.
• Marketing to the Emerging Majorities. New York, NY: EPM Communications, biweekly.
  Bobst REF6 Desk HF5437 .M56
  Newsletter devoted to market research that focuses on the emerging populations. Includes short items on consumer behavior and market research.
• Mediamark Research. New York, NY: Mediamark Research, Inc., annual.
  Bobst REF6 Index Table G HF5415.3 .M43 Latest edition
  Contains detailed demographic information and market segmentation of media audiences in relation to products. Detailed descriptions and characteristics of users of individual brands, products and services are included.
• McNeal, James U. The Kids Market: Myths and Realities. Ithaca, NY: Paramount Market, 1999.
  Bobst REF6 HF5415.33 U6 N362 1999
• Mitchell, Susan. Generation X: Americans Aged 18 to 34. 3rd ed. Ithaca, NY: New Strategist Publications, c2001.
  Bobst REF6 HC110.C6 M544 2001
• Rand McNally Commercial Atlas and Marketing Guide. Chicago: Rand McNally & Co.,
  Bobst REF6 Atlas Stand G1100.R3 Latest edition only.
  Provides population, economic and geographic data for metropolitan statistical areas, counties and states. Also provided is miscellaneous information such as locations of colleges, military installations, airports, railroads and so on. Includes detailed maps.
• Research Alert. New York, NY: EPM Communications, biweekly.
  Bobst HF5415.33.U6 R4
  Newsletter devoted to market research. Short items on consumer behavior and market research.
• Russell, Cheryl. Best Customers: Demographics of Consumer Demand. Ithaca, NY : New Strategist, c2001.
  Bobst REF6 HC79.C6 R87 2001
• Sourcebook of Zip Code Demographics. Fairfax, VA: CACI
  Bobst REF6 Desk HA203 .S66 Latest edition.
  Provides demographic and economic data from the Bureau of the Census by zip code. Also included, is a purchasing potential, which is a measure of potential demand for various products and services.
• Survey of Buying Power. New York, NY: Sales and Marketing Management.
  Bobst REF6 Desk HF5438 .A342 Latest edition.
  Provides demographic and economic estimates by county, MSA, and TV markets. Presents regional variations in population, income, retail sales, and buying power. Provides a Buying Power Index, a measure of a given market's ability to buy.
• US Market Forecasts. New York, NY: Editor and Publisher, annual.
  Bobst REF6 Desk HF5438 .A342 Latest edition.
  Demographics by state, MSA, county, and city. Provides population data, ethnicity, employment, income, education and retail sales.
• Valdes, M. Isabel. Marketing to American Latinos: a guide to the In-Culture Approach. Ithaca, NY: Paramount Market Pub., 2000.
  Bobst REF6 HC110.C6 V348 2000
• Zollo, Peter. Wise Up to Teens: Insights into Marketing and Advertising to Teenagers. 2nd ed. Ithaca, NY: New Strategist Publications, c1999
  Bobst REF6 HF5415.32 .Z65 1999

Product and Industry Information

• Encyclopedia of Consumer Brands. 3 v. Detroit, MI: St. James Press, 1994.
  Bobst REF6 HF5415.3 .E527 1994
  Provides substantive information on products that have been leaders in their respective brand categories.
• Market Share Reporter. Detroit, MI: Gale Research, annual.
  Bobst REF6 Desk HF5410 .M68 Latest edition.
  Compiles market shares from previously published articles and brokerage reports.
• Superbrands. New York, NY: A/S/M Communications, annual.
  Bobst REF6 HD69.B7 S85Latest edition.
• Standard and Poor's Industry Surveys. New York, NY: Standard & Poor's Corp.
  Bobst REF6 Desk HG4965 .S78 Latest edition.
  Overviews of major industrial and service sectors, focusing on the short-term industry outlook. Sometimes includes market share, distribution channels and advertising expenditures.
• U.S. Industry and Trade Outlook. Washington, D.C.: U.S. Dept. of Commerce/McGraw-Hill, annual.
  Bobst REF6 Desk HC106.5 .A171 Latest edition.
  Contains a current analysis of over 200 industries with projections of expected trends and future growth.
• Value Line Investment Survey. New York, NY: Value Line Inc., weekly updates.
  Bobst REF6 Desk HG4501 .V26 Latest 13 issues.
  URL: http://library.nyu.edu/collections/find_articles_title.html
  Financial analysis of industries in 13 editions. Each editions updated quarterly.

Advertising and Media

• Ad $ Summary. New York, NY: Leading National Advertisers, Inc. annual.
  Bobst REF6 Desk HF5801.L4343 Latest cumulative issue only.
  An index by brands, showing the 9 major media expenditures, media used, and parent company. Also contains ranked totals and a ranked list of the 1,000 leading advertisers by media types.
• Broadcasting and Cable Yearbook. New Providence, RI: R.R. Bowker, annual.
  Bobst REF6 HE8689 .B75 Latest issue only.
  Includes data on U.S. and Canadian TV, cable and radio stations, associations, advertising and marketing services.
• Marketer's Guide to Media. New York, NY: Adweek, annual.
  Bobst REF6 Desk HF5826.5 .M45 Latest two years.
  Contains current rate and audience estimates for the major media.
• Standard Directory of Advertisers. Skokie, IL: National Register Pub. Co., annual.
  Bobst REF6 Desk HF5805 .S7 Latest edition only.
  Lists U.S. companies that advertise nationally, and the advertising agencies that represent them.
• Standard Directory of Advertising Agencies. Skokie, IL: National Register Pub. Co., annual.
  Bobst REF6 Desk HF5805 .S72 Latest edition only.
• Standard Rate and Data Service (SRDS). Des Plaines, IL: SRDS, quarterly. -Business Publications; Out-of-Home Sources; Spot Radio; Spot Television; Consumer Magazines;
  Bobst REF6 Index
  Provides advertising rates and specifications data for the media listed above.

Competitors

There are many sources which can be used to determine competitors within an industry. Here are a few.

• D&B Business Rankings. Parsippany, N.J.: Dun's Marketing Services, annual.
  Bobst REF6 Desk HF5028.D57 Latest only.
  Ranks leading U.S. businesses, public and private, using sales volume and number of employees. Rankings are broken out by state, SIC number, and by type of ownership (public or private).
• D&B Million Dollar Directory. Bethlehem, PA: Dun and Bradstreet, Inc., annual.
  Bobst REF6 Index Table G HC102 .D8
  URL: http://library.nyu.edu/collections/find_articles_title.html
  Lists companies alphabetically in three volumes giving name, addresses, lines of business and principal executives, and sales figures if available. Additional volumes provide geographic and SIC code indexes.
• Finance, Insurance & Real Estate US: Industry Analysis, Statistics, and Leading Companies. Detroit: Gale Research Inc., biennial.
  Bobst HG1 .F25 Non-circulating
  Provides information on finance, insurance and real estate industries. Includes SIC listings, sales volume rankings, and state level data on each industry covered.
• Hoover's Handbook of American Business. Austin, TX: Reference Press, annual.
  Bobst REF6 Desk HF5035 .H66 Latest edition only.
  URL: http://library.nyu.edu/collections/find_articles_title.html
  Company profiles including an overview, brief history, names of officers, competitors, and basic information such as sales, income, and p/e ratios.
• Manufacturing, U.S.A.: Industry Analysis, Statistics, and Leading Companies. Detroit: Gale Research Inc., biennial.
  Bobst REF6 HD9724.M36
  Provides information on 459 manufacturing industries. Includes SIC listings, sales volume rankings, and state level data on each industry covered.

Electronic Indexes

The databases below can be accessed remotely through your ACF (nyu.edu) or Stern accounts, or used on any BobCat Plus terminal in the Library. Go to Bobst Library Homepage (library.nyu.edu), select "Find Articles Via Databases", then "Business". Alternately type in the name of the database you want into the search box.

• ABI/Inform
  URL: http://library.nyu.edu/collections/find_articles_title.html
  Contains indexing, abstracts, some images and full text to over 3300 business and trade journals. Content is from both academic and trade publications. Use the "search all" option to include Newspaper Abstracts and Periodical Abstracts.
• eMarketer
  URL: http://library.nyu.edu/collections/find_articles_title.html
  Data and analysis on e-business, Internet marketing, and technology trends. Includes news, analysis, charts, reports, and information on products, as well as statistics through eStat Database.
• Factiva (Formerly Dow Jones Interactive)
  URL: http://library.nyu.edu/collections/find_articles_title.html
  In addition to providing the latest business and financial data on U.S. companies, the full text of articles from over 6,000 U.S. and international publications is accessible through the "Publications Library" component of this database.
• Global Market Information Database
  URL: http://library.nyu.edu/collections/find_articles_title.html
  Data and reports on consumer market size, country marketing parameters, marketing forecasts, brand and company information, marketing profiles, and marketing analysis.
• InvestText
  URL: http://library.nyu.edu/collections/find_articles_title.html
  Full text analyst reports on both companies and industries.
• Lexis-Nexis Academic Universe
  URL: http://library.nyu.edu/collections/find_articles_title.html
  Selected full text of 5,000+ publications covering top news, news transcipts, foreign language news sources, company, industry, and market news; legal news; company financial information (SEC filings); general medical and health topics, accounting, auditing, tax information; law reviews, federal case law; U.S.Code; and state legal research.
• Market Research Monitor: Euromonitor Journals
  URL: http://library.nyu.edu/collections/find_articles_title.html
  Market research reports and analysis for the world's consumer markets. Includes Market Research Europe, Market Research Great Britain, Market Research International, and Retail Monitor International.
• MarketResearch.com
  URL: http://library.nyu.edu/collections/find_articles_title.html
  Full-text service of market research reports on many topics. Includes more than 40,000 market intelligence publications from 350 publishers worldwide.
• Statistical Universe
  URL: http://library.nyu.edu/collections/find_articles_title.html
  An indexing and abstracting service with an accompanying microfiche set to the statistical publications of government, private and state organizations. An essential source for basic information on population, business and financial activities, education, health, demographics and more.
• TableBase
  URL: http://library.nyu.edu/collections/find_articles_title.html
  Tablebase provides access to tabular information on companies, products, industries, countries, and markets, and in most cases links back to the full text of the article from which the tables/charts were obtained.
• Wilson Omni
  URL: http://library.nyu.edu/collections/find_articles_title.html
  Contains indexed and abstracted articles from periodicals, some available in full-text. The database is comprised of selected records from the following H.W. Wilson databases: Readers' Guide Abstracts, Social Sciences Abstracts, Humanities Abstracts, General Science Abstracts and Wilson Business Abstracts. (Note that each periodical can begin on a different month and year.) Updated weekly.