Answered By: Arlie Sims
Last Updated: Oct 10, 2017     Views: 7

We recommend starting with our Company and Industry Research Guide at http://libguides.colum.edu/company (You can also come through our web site--click on RESEARCH, then on RESEARCH GUIDES).  You'll find the following:

Business Insights Essentials (Start with a company search.  But you can also search by industry or use keywords to find business journal articles.

NexisUni (Select the Company Info option.  This will give you MarketLine reports, comparable to Hoover's data, and other reports as well.  Search your company name.)

Mintel and Statista offer lots of data on demographics, consumer trends, and marketing. You can always try searching your brand or company name, but this often won't work.  Instead, you may have to research the type of product they specialize in and/or the types of consumers you are trying to target.

MRI Plus takes some practice to understand, but it gives you data on consumer behavior based on lots of demographic factors.  You can find online guides to interpreting the data. Here's an example:  http://www.bu.edu/library/files/2016/01/How-to-read-Univ-Reporter.pdf If you haven't gotten from your instructor the code needed to register, contact the Library by Chat or Email or call the ASK Desk at 312-369-7153.

SimplyAnalytics: If you are at all interested in demographic or marketing information related to particular geographic locations, SimplyAnalytics is a powerful tool that uses GIS to overlay demographic, marketing, and consumer behavior data onto maps and compare cities, zip codes, census tracts, and/or even small block groups.

Additional Research Guides that may help you include:

Advertising and Public Relations

Demographics and SimplyAnalytics

 

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