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Listed here are some recommended reference sources to help students locate information on corporate history, advertising plans, marketing strategies, consumer trends, demographic data, product promotion, market share and related factors in the competitive marketplace.
1. Check the CD-ROM products near the Reference Desk, Davis Library. Students sign up for one-hour search time on the U-SEARCH computer terminal. A yellow triangular flag signals the location.
ABI Inform2. Sign up for full-text searches on the Nexis/Lexis databases. Study the handouts next to the 6 terminals in Davis Library Reference area. Or, check with the JoMC librarian, Barbara Semonche, about an appointment for an online search demonstration.
Investext
News & Observer on CD-ROM
Wall Street Journal
The New York Times
(Note: Dialog offers online files that are full-text as well as abstracts, and citations. Check with the JoMC librarian for an appointment to access Dialog. Later in this handout you will discover some suggested Dialog search strategies. Dialog is a commerical database. It is not on the UNC Online Data Network.)3. Start searching the UNC Online Data Network. Select #4 from the main menu (Indexes to Periodicals and Newspapers), then select the desired database from the menu of four items (the Business Index or the Newspaper Index are good bets). Next, use the "keyword" search protocol (select "k" from the next menu) and then proceed to enter your desired search terms such as names of products or companies. These databases offer good abstracts as well as citation information. Keep in mind that you may have to go to the newspaper or journal microfilm or the bound volumes in order to retrieve the full text of desired articles.
Sample NEXIS searches:
market;releas;hlead(mead co!) and date is 1994
market;indnws;atleast10(insur!) and date aft 12-31-1993
market;curnws;mccarthy and perault .fo market w/15 text!
market;curnws;hlead(breakthrough or break through or develop! or new or develop! or new or improv! w/15 aids or hiv or h.i.v. w/5 drug or medicin!)
compny;compny;company(nike)
compny;compny;nutrasweet
compny;spnews;type(merger) and sic(7011) and date is 1994
fi pantagonia4. At the Reference Desk, Davis Library, check the Market Share Reporter for 1992 for a quick market overview. It lists 2,000 share-of-market reports for products, brand names, and companies.
fi travel and trends
fi detergents or soap
fi autos or cars
fi CNN and market
5. Also in the BA/SS reference section of Davis, check the following resources:
7. Tables and statistical information on the media and products can be found in the JoMC library. Check Bookcase #31. If you do not know how to use these materials, check with your professor.
Simmon's Media & Markets (1989) (Note: this is the lastest year available to us.)Other statistical sources, located in Davis Library, include:
MediaMark Research Inc. (1991)
Standard Rate & Data Service (1991-1992)
U.S. Census, 1990
Compiled by: Barbara Semonche, JoMC Librarian. September 1994
Editor & Publisher Market Guide, 1993-4
Statistical Abstract of the United States
American Statistical Abstract
N. C. Statistical Abstract
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This page was created by Barbara P. Semonche and Brian Raitz. It was last updated on August 17, 1995. If you have any suggestions or comments, feel free to contact Barbara
here.