Mktg 489 Links to Research Resources

Business Students’ FAQ:

http://guides.library.fullerton.edu/busifaq/ 

Frequently asked questions for marketing students can be found at

http://guides.library.fullerton.edu/busifaq/#marketing

A Link to Sample Marketing Plan:

http://www.mplans.com/sample_marketing_plans/

A Marketing Plan Outline:

http://www.quickmba.com/marketing/plan/

Research Resources

1.  Find out the NAICS & SIC codes for the Industry

o     North American Industry Classification System: United States 2002 

      http://www.census.gov/epcd/www/naics.html

o    Industry and Product Classification Manual (SIC)    

       http://www.osha.gov/pls/imis/sic_manual.html 

 

2.  Analyze the Industry 

Use these resources to find out the industry structure, major forces, standards and regulation, barriers to entry, external factors, value chain, key players, market segments, size of the industry and market, financial ratios, trends that may impact the industry, strategic opportunities, etc… When searching the databases, be on the lookout for industry and trade publications because they provide articles, case studies, and statistics on industry operations, trends/issues, market conditions, key companies and products, etc…  

http://guides.library.fullerton.edu/busifaq/#industry

       http://www.census.gov

    Contains a large amount of demographic and consumer data.  Major source for statistical data on U.S. industries, publishing such titles as Annual Survey of Manufacturers, Annual Retail Trade Survey, Service Annual Survey, etc…  Includes the following reports:

                              Useful for analyzing market potential. 
                              Provides subnational economic data by industry.

http://www.census.gov/statab/www/ccdb.html

                 Local area supplement to the Statistical Abstract of the United States. 
                    Summary of statistics on the social and economic structure of the counties and cities of the U.S.

 

3.  Research Your Industry’s Competitive Environment

Use these resources to research what companies and products are already out there in the industry environment.  You will want to gather company information, as well as detailed financial information, market share, and news articles.

Websites:

o    County Business Patterns
http://www.census.gov/epcd/cbp/view/cbpview.html
Useful for analyzing market potential.  Provides subnational economic data by industry.

 

o    Yahoo Finance:
http://biz.yahoo.com/p/sum_conameu.html
Gives up-to-date ratios for 100 industries, data provided by Reuters.

4.  Research Your Customers (Marketing Plan Research)

Use these resources to develop your marketing plan.  Gather socioeconomic data on target markets (customers and locations), sales and market data, consumer expenditure statistics, etc…

Websites:

o    American Community Survey
http://www.census.gov/acs/www/

 

o    American FactFinder
http://factfinder.census.gov/servlet/BasicFactsServlet
Contains a large amount of free information on population, housing, economic and geographic data from census and population surveys.

 

 

Statistical and descriptive information on the business situation, earnings and employment, commodity prices, general business indicators, etc…

 

o    National Compensation Survey
http://www.bls.gov/ncs/home.htm
Survey provides compensation data by occupation

 

o    Consumer Expenditure Survey
http://www.bls.gov/cex/home.htm
Complete accounting of nationwide household spending.

 

o    County Business Patterns
http://www.census.gov/epcd/cbp/view/cbpview.html
Useful for analyzing market potential. 
Provides subnational economic data by industry.
 

o    County & City Data Book
http://www.census.gov/statab/www/ccdb.html
Local area supplement to the Statistical Abstract of the United States.  Summary of statistics on the social and economic structure of the counties and cities of the U.S.

o    Current Population Reports
http://www.census.gov/main/www/cprs.html
Data on population estimates, consumer income, and poverty.

 

o    STAT-USA
http://www.stat-usa.gov
U.S. Department of Commerce’s collection of exporting reports, guides, etc…  Contains the National Trade Data Bank, Country Commercial Guides, and foreign market research reports.

5.  Financial Plan Research

Use these resources to develop a financial plan for your business and benchmark your financial data by using industry ratios.

Databases:

o    Gale Virtual Reference Library:  A database of encyclopedias, almanacs, and specialized reference sources.  Contains several volumes of Business Plans Handbook.

Websites:

o    Checklist for Going Into Business
http://www.sba.gov/starting/checklist.html
Helps you identify key questions and potential problems. 
Assists in the business planning process.

o   How to write a business plan and other practical information about starting a business.
Business Plan Basics

About electronic economy:

http://www.census.gov/eos/www/ebusiness614.htm

Business reference resources at CSUF library:

http://guides.library.fullerton.edu/busifaq/marketing.htm#EBI

Updated: Feb 2009