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BUS 434: Advertising Research: Home

A little bit of both...

You can search for both industry information and company information in Business Source Premier. Do a web NAICS code lookup for your industry, then type that code in the search box and choose IC NAICS search from the drop down menu on the right. You should see industry surveys. You can also search an alphabetic databse of company info by clicking on "Company Profiles" at the top of the Business Source Premier search screen. 

Welcome to the Course Guide

This guide will help you throughout the research process.  

Use this guide to search the most relevant and credible encyclopedias, databases, books, and web sites.

Also, look for resources on citations and evaluating internet resources.

Much market segmentation and consumer behavior information is a a process of inference. You might not be able to find out exactly how many people in area X desire to buy product Y, but often you can use library resources to get a sense of likely consumers, market trends, headwinds, competitors, and more.