BA 223: Market Research Guide

Market research consists of data you collect yourself (primary research, such as surveys, interviews, focus groups, and observations) and secondary research, or research that already exists. To learn more about primary research, search in the library for terms like marketing research or business intelligence to find relevant books and e-books. You'll find recommended sources of secondary research throughout this guide, some only available in library databases and some freely available on the web.

Here is a Google Slideshow with an introduction to these topics.

Access Reference Solutions (formerly ReferenceUSA) through the Corvallis-Benton County Public Library

As an LBCC student, you have access to Corvallis-Benton County Public Library's (CBCPL) electronic resources. To use these, you must first have a card from CBCPL. Sign up for a CBCPL e-card using your LBCC email.

An important business resource from Corvallis Public is Reference Solutions, which is one of the best sources for information on very small, local, private companies. To get here (once you have your library card), look under the Business & Finance section of CBCPL's E-resources and click the Reference Solutions link. Use the number on your CBCPL card to log in.

Find Local Company Information through Reference Solutions

Once you're logged in, click on the search button for US Businesses. Enter a company name and a city to find the owner, contact information, SIC/NAICS industry codes, expenditures, sales, and more. 

Under Location Information, you can enter a number of miles in Radius Search, and then click on Find Similar to see nearby businesses in the same industry.
Learn more about the US Businesses database.

Research Consumer Segments in Reference Solutions
When you're logged into Reference Solutions, go to U.S. Consumers/Lifestyles, and then go to Advanced Search. 
Use the facets on the side (I suggest starting with the city you're interested in) to limit to your target demographics. 
Click "View Results." This shows you all the people identified who meet the criteria of your search (it's not comprehensive). 
You can go to Summary and identify further facets (age, income, marital status, etc.) you want to compare within your segment. View matrix, chart, or table to analyze the data.
Learn more about the US Consumers/Lifestyles Database

If you're unfamiliar with a marketing term or concept, you might find this Marketing Dictionary from Monash University helpful, or review content in an OER like Principles of Marketing. If you get stuck, reach out to a librarian or an instructor! Sometimes certain information doesn't exist or costs a lot of money--librarians can help you figure out what's available to you as a student.

Find articles about your company and its competitors in regional and local news sources. This may be your best bet for external analysis if you're working with a private company!

• America's News (NewsBank)

The following local papers are available full text for the time period indicated: The Oregonian, 1987 - present; Corvallis Gazette-Times,1999-present; Albany Democrat-Herald, 1999-present

• Regional Business News Plus

Includes full text coverage from several hundred U.S. and International newspapers as well as regional business publications.

The library databases below will give you market share reports, SWOT analyses, and information about consumer groups, industries, and publicly-traded companies. Private companies may be mentioned in industry reports or trade magazines. Be sure to start here to access them, since you have to log in!

• Business Insights: Global

Often the easiest source to find Market Share for a company. Search by company name, ticker symbol, product or NAICS code and then look for the "Market Share Reports" on the sidebar.

• Business Source Premier

Search for a company, consumer type, or industry and choose Market Research Reports under Source Type. Coverage varies greatly by industry and region.

Company websites will likely provide information about a company's mission, goals, history, products, and more. There is likely to be more information about public companies than private companies. Public companies have a unique ticker symbol. They're required to file 10Ks (a summary of a company's performance) with the federal government, and they publish annual reports for investors, which may be on their websites. Information about private companies is probably self-reported.

• Crunchbase
  Crunchbase is a platform for finding business information about private and public companies, including investments and funding information, founding members and individuals in leadership positions, mergers and acquisitions, news, and industry trends. Create an account for a two week trial of full access.
• EDGAR Company Filings
  Find 10Ks filed with the government for public companies.

• Census Business Builder: Small Business Edition
  This interactive tool uses your target industry and zip code to generate a map and report based on available government data.
• US Census Data
  The Census Bureau is the leading source of quality data about the nation's people and economy. Search for a location and/or characteristics like age, sex, race/ethnicity, veteran status, language spoken, commuting habits, income, household makeup, and more.
• Consumer Expenditure Survey
  Survey data collected by the Bureau of Labor Statistics on the buying habits of American consumers, their expenditures, income, and consumer unit (families and single consumers) characteristics.
• American Time Use Survey
  Measures the amount of time people spend doing various activities, such as paid work, childcare, volunteering, and socializing.
• Datasource Links from PSU's Population Research Center
  Even more places to find government data, from Portland State University's Population Research Center.

• Pew Research Center
  Pew Research Center is a nonpartisan fact tank that conducts public opinion polling, demographic research, media content analysis and other empirical social science research. Search for social media fact sheet for a helpful report about social media usage patterns.
• Consumer Insights from Google Trends
  Google shares select insights and reports based on its vast data on consumer behavior.

A nonprofit organization's website may provide info like mission, goals, news, and services. Many nonprofits are required to file an IRS Form 990, which provides information about the organization's budget and governance structure. The sources below provide IRS Form 990 and other information on nonprofits:

• Guidestar. You must sign up for a free account, but then you get access to basic info about charities and their 990 forms.
• Charity Navigator. The largest and most-utilized evaluator of charities in the United States.
• ProPublica Nonprofit Explorer. Use this database to view summaries of tax returns from tax-exempt organizations, financial details such as their executive compensation, and revenue and expenses. You can browse IRS data released since 2013 and access more than 14 million tax filing documents going back as far as 2001.
• IRS Tax Exempt Organization Search. Find 990s directly from the IRS.

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