ADMS 3220 – Applied Marketing Management – Marketing Plans
This guide is an introduction to sources for industry, customer, competitor, and market research analysis to create marketing plans. It highlights some of the key research tools available but it is not intended as a comprehensive list of sources. The sources listed below are available in print at the Bronfman Business Library, S237, Schulich School of Business or electronically via York University Libraries Web site or the Internet.
This guide has the following sections:
- General Library Information
- Indexes and Databases
- Company/Industry Information
- Journals – Online and in Print
- Associations and Non Profits
- Data and Statistics /Government Sources
- Market Share/Market Research Reports
- Advertising and Brands
- Citing Sources
The slides for this class presentation are available here.
General Library Information:
Library Homepage and Catalogue / Remote Access.
Material in the York Libraries catalogue: To find books and other materials by Title Keyword or Author Keyword, select those options from the drop-down menu next to the Search Box on the library homepage ( www.library.yorku.ca). To find books and other materials by subject, select Subject Keyword from the drop-down menu. Try terms such as: consumer behavior, brand name products, branding , brand loyalty, marketing, customer relations, and consumers’ preferences in the general keyword field. Review this Search Tips guide for more search strategy ideas.
Business Librarians’ Bookmarks – The Librarians at the Peter F. Bronfman Library are developing a collection of links to web sites in addition to the subject guides and our collection of databases. There are continually updated links for marketing, advertising, consumers, demographics, marketing plans, social media etc.
Indexes and Databases
Use these tools to find citations, abstracts and/or full text articles on your topic. Both scholarly and popular articles are included.
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Click the camera to watch a video on finding articles at York when you have a journal citation. |
ProQuest Business : This link allows you to access the 6 preselected ProQuest business databases. The 6 databases are ABI/Inform Global, ABI/Inform Trade and Industry, CBCA Business, CBCA Current Events, ProQuest Asian Business and Reference, ProQuest European Business. These databases contain citations and abstracts for business and management publications, many of which are available in full-text or full-image.
Business Source Premier: Contains full text for 7,792 periodicals and other sources, including scholarly journals, trade and general business magazines, monographs, country economic and industry reports, industry yearbooks, and market research reports.
Scholars Portal: The Ontario Scholars Portal provides a single point of electronic access to full-text scholarly articles from a broad range of journals published by Academic Press , Berkely Electronic Press, Cambridge University Press, Emerald Publishing, Elsevier Science, Kluwer Academic Publishers, Kluwer Law International, and , Oxford University Press, Project MUSE, Springer-Verlag, and John Wiley & Sons. Search business topics by selecting Search button and typing relevant keywords, or browse individual publication titles.
Factiva: Factiva includes nearly 9,000 sources from 118 countries in 22 languages, including more than 120 continuously updated newswires. More than 900 sources are available on or before the date of publication. Provides information on companies and markets. For newspapers, the service provides same-day and archival coverage of The Wall Street Journal, The New York Times, Washington Post, The Globe and Mail, Financial Times, Les Echos, South China Morning Post, Australian Financial Review, Sydney Morning Herald, Straits Times, Yomiuri Shimbun, and local newspapers from every corner of the globe. General business and industry publications like The Economist, Forbes, Fortune, Time, Newsweek, Finanz & Wirtschaft, Satellite News, BusinessWeek, and more are also covered.
Company/Industry Information
Databases for company/industry information
Infomart (formerly Financial Post Advisor): A centralized Web site from Financial Post Datagroup and infomart.ca featuring expanded news, financial, and business information. Includes a wealth of information on Canadian publicly traded companies (Corporate Reports, Corporate Surveys, Analyzer search etc.), as well as industry reports ( Industry Reports, Companies by Industry) ,dividends, new issues information and more. New additions to this enhanced product include Financial Post’s Directory of Directors. Some private company information is available in Profile Canada. Click on Additional Databases to access Profile Canada.
Mergent Online: Provides information for over 10,000 U.S. public companies and almost 20,000 non-U.S. public companies. Company records include detailed business descriptions, corporate histories and financial statements. Also includes industry reports covering current environment, sector performance, market trends, outlook, etc. for approx. 20 industries.
IBISWorld USA: Includes US and global industry reports and a business environment database. Many of the industry reports are for smaller industries not included in Mergent, Datamonitor 360 etc.
Factiva: In addition to the news and business sources database described above, Factiva also has a Companies/ Markets tab that gives access to detailed information on companies from all over the world.
Business Monitor Online: Contains quarterly surveys and forecasts on Canadian and U.S. industries.
Marketline Advantage : This database includes Industry, Country, and Company sections, market profiles, company profiles, company SWOT analysis, more than 50 country profiles, over 150 industry rankings, and news, comments and analysis. Most industry reports from MarketLine have a Porter or Five Forces analysis.
Global Marketing Information Database (GMID): Produced by Euromonitor, GMID provides information on countries, industries, and consumers. Demographic, economic and marketing statistics for 205 countries; historic and forecast consumer lifestyle statistics; analysis of consumer lifetsyles in 71 countries; market size for more than 300 consumer products; 4500 market research reports; profiles and rankings of 3000 leading consumer goods companies
First Research Reports via Investext Plus: Provides industry reports for the United States. Very good for niche industries. Only works with Internet Explorer. To access these reports select “Screening and Analysis” from the left-hand menu of the Investext Plus database interface. Then enter First Research in the analyst search box option. Under “Report Type” make sure that “Industry’ is checked off. If you run the search you will see all industry reports offered by First Research.
Hoovers Online: In-depth coverage of 40,000 companies, many of them private, includes an overview, history, products, competitors, financials, links to SEC filings and added features such as CEOs on Camera. Industry information includes an overview, most viewed companies list, industry family tree and news headlines.
NetAdvantage: Standard & Poor’s database provides comprehensive information on business and investment information, offering on-line access to popular Standard & Poor’s research products such as Industry Surveys, Stock Reports, Corporation Records, The Register of Corporations, Directors and Executives, The Outlook, Mutual Fund Reports, etc.
Plunkett Research: Provides research and trends analysis on a variety of industries, including energy, e-commerce, retailing and finance. In addition to the industry reports, it includes statistics, charts and profiles of leading companies. Primarily US information but some Canadian information is available.
Industry Canada: Industry Canada’s website for business and consumer information. Includes business support and financing information, trade and investment data, industry reports, economic analysis and statistics, company directories, and patent and trademark databases.
Canadian Company Capabilities: This database from Industry Canada provides information on about 50,000 Canadian businesses and includes hundreds of specialized manufacturing, service and product specific business directories.
Print Reference Books
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Dun and Bradstreet’s Canadian Key Business Directory |
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| Provides basic company information including mailing address, sales figures, and key personnel. Aphabetical, geographic, and SIC listings are also included. |
| Dun and Bradstreet’s Guide to Canadian Manufacturers | ||||||||
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| Provides basic information about manufacturing. Includes contact information, no. of employees, sales figures, year established, and key personnel. Alphabetic, geographic and SIC listings are also included. |
| Scott’s Directories | ||||||||
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Regional directories with company listings sorted alphabetically, geographically (by city or township), and by SIC code. Available directories include Ontario Manufacturers (T12.5 C22 O58), Greater Toronto Business Directory (T12.5 C22 O6), Canadian Distribution Directory (T12.5 C22 C36), Western Industrial Directory (T12.5 C22 W4), Quebec Manufacturers (T12.5 C22 Q48) and Atlantic Manufacturers T12.5 C22 A8).
Journals – Online and PrintSee Lists of Journals by Subject: Marketing and Consumer Research Journals See list of Nonprofit Management Journals in the NonProfit Management Research Guide |
Associations
Below are links to professional, academic, advocacy and other types of associations in the field.
Associations Canada: Contains full, detailed, and clearly presented listings on approximately 19,000 Canadian associations and international associations relevant to Canadians.
Marketing Facts: Statistics and Trends for Marketing in Canada. Canadian Marketing Association. HF 5415.12 C35 F33 . Bronfman Reference Room. Includes a section on Channels/Media with information on Internet, Email, and Mobile.
Non-Profit Organizations – See the NonProfit Resource Management Guide
This Guide is designed to help students find research materials about nonprofit organizations including multi-disciplinary aspects such as management, accounting, marketing, human resources, planning and fund raising.
Arts Management – See the Arts and Cultural Management Resource Guide
This Guide is designed to help students find research materials about arts and cultural organizations in field such as visual and performing arts, film, music, broadcasting, mass media, and museums.
Data and Statistics/Government Sources
Library Data Services: Subject Guides to Sources of Data and Statistics
Many of the subject guides contain links to Canadian and foreign/international data and statistics of relevance to the field of business e.g. Business, Industry and Trade; Internet & E-commerce; Finance & Economics, Public Opinion Polls, Population & Demographics and more.
The official source for Canadian social and economic statistics and products.
A useful guide put out by Statistics Canada is: Finding and Using Statistics.
Spending Patterns in Canada. Summary level spending categories include food, shelter (rented and owned accommodation, utilities), household operation, communications, child care, pet expenses, furnishings and household equipment, clothing, transportation (public and private), health care, personal care, recreation, reading materials, education, tobacco products, alcoholic beverages, games of chance, personal taxes, insurance payments and pension contributions, and gifts and contributions. Detailed level spending categories include an additional 350 categories.
Canadian Social Trends. This on-line publication discusses the social, economic, and demographic changes affecting the lives of Canadians. It contains the latest figures for major social indicators. Indexed in CBCA.
Community Profile. These profiles present community-level demographic information from the 2011 Census of Population for provinces and cities across Canada. Available from Statistics Canada.
Global Marketing Information Database. GMID Passport. Select Countries and Consumers for Consumer Trends and Lifestyle reports for countries around the world including Canada for a detailed profile of demographics for various aspects of consumer information.
Toronto Neighbourhoods. Demographic information for the City of Toronto neigbourhoods based on the 2011 and 2006 Censuses.
SimplyMap : A web-based mapping database that lets users easily create professional looking thematic maps and reports using demographic (Statistics Canada), business and marketing data (Environics) for Canadian geographic areas. You will need to create your own login the first time you use this database.
Industry Canada: Industry Canada’s website for business and consumer information. Includes business support and financing information, trade and investment data, industry reports, economic analysis and statistics, company directories, and patent and trademark databases.
Canadian Industry Statistics (found on Business by Sector section of Industry Canada’s website): Presents and analyses industry data on the number of establishments, gross domestic product and labour productivity for industry sectors belonging to the Canadian Economy using a few of the latest annual data sources from Statistics Canada.
NADbank : The Newspaper Audience Databank Study contains a wealth of data on demographics, media habits, product usage and ownership, service usage and lifestyle for 54 Canadian markets. For a listing of Product/Retail and Lifestyle data available see http://www.nadbank.com/en/system/files/product%20retail%20categories.pdf. The data files are loaded on a workstation in the Bronfman Business Library.
Print Reference Books
| FP Markets Canadian Demographics | ||||||||
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| Guide on Canada’s cities,towns, census divisions, provinces, and territories containing demographic information on markets. |
Market Share and Market Research Reports
Marketline Advantage: This database includes Industry, Country, and Company sections, market profiles, company profiles, company SWOT analysis, more than 50 country profiles, over 150 industry rankings, and news, comments and analysis. Most industry reports from MarketLine have a Porter or Five Forces analysis.
Global Market Information Database (GMID): Produced by Euromonitor, GMID provides information on countries, industries, and consumers. Demographic, economic and marketing statistics for 205 countries; historic and forecast consumer lifestyle statistics; analysis of consumer lifetsyles in 71 countries; market size for more than 300 consumer products; 4500 market research reports; profiles and rankings of 3000 leading consumer goods companies.
Print Reference Books
These resources provide market share data on companies, products and services for Canada, the US and international coverage.
| Market Share Reporter | ||||||||
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| A ready-reference tool for marketing research and economic analysis. The information is a compilation of market share reports from marketing literature. Over 2000 corporate, brand, product, service and commodity market and SIC code information is provided for North America.
Canadian Marketing Association. Marketing Facts.Call Number: HF 5415.12 C35 F33.Location: Latest issue available in Bronfman Reference. |
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World Advertising Research Database (WARC): WARC provides information for the marketing, advertising, media and research communities worldwide, drawn from more than 40 international sources. It includes materials on all areas of marketing communications that spans over 45,000 papers, case studies, research reports, news items and summaries, augmented with best practice guides and statistical data. Ad*Access :The Ad*Access Project presents images and database information for over 7,000 advertisements printed in U.S. and Canadian newspapers and magazines between 1911 and 1955. Ad*Access concentrates on five main subject areas: Radio, Television, Transportation, Beauty and Hygiene, and World War II, providing a coherent view of a number of major campaigns and companies through images preserved in one particular advertising collection available at Duke University. CARD (Canadian Advertising Rates and Data) :CARD online is designed for professionals involved in buying and selling advertising. Advertising rates and related data are available on every significant medium in Canada and on selected international media. It also includes statistics inluding Canadian marketing stats. CARDonline is updated daily. Plunkett Research - Advertising and Branding Research Center: Includes market research and trends on advertising and branding, statistics, company profiles, and association information. Brandchannel.com – www.brandchannel.com :Brandchannel.com, sponsored by Interbrand which is an international marketing consulting firm, provides a global perspective on brands. It includes articles, papers, and links to other marketing industry resources. It also includes regional and global reports on best brands. Interactive Advertising Bureau - The Interactive Advertising Bureau (IAB) is comprised of more than 375 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB focuses on the growth of the interactive advertising marketplace. The website has many useful links to reports and data. See the Insights and Research section. |
Citing Sources including Academic Integrity
Once you have selected relevant business books, articles, web sites or other items for your research, one important final step involves compiling an accurate list of references or citations to incorporate within your marketing plan assignment. There is a section on the Bronfman Business Library web site at http://www.library.yorku.ca/ccm/BG/index.htm under Starting Your Research entitled Citation and Writing Guides at http://www.library.yorku.ca/ccm/BG/guides/citation-guides.htm. This link leads you to the information you need. These guides tell you how to cite many types of resources and illustrate how to cite both print and electronic resources including web sites.
On that page you will find McGill University’s Howard Ross Management Library guide to citing business sources using APA style that includes many of the resources that are available to York University students, faculty and staff. Also you will find examples of MLA citations to business resources that we have in the Bronfman Business Library by using the How to Cite Business Sources in MLA.
For citing unusual resources such as blogs, personal emails, multimedia etc., see net.Tutor Quick Guide:Citing Net Resources.
A website and online tutorial on Academic Integrity is available on the York Libraries web site under the Research tab. This explores the issues of plagiarism and related matters. York’s policy and procedures on academic honesty are outlined. The tutorial also offers the opportunity for you to do a self-test allowing you to assess your own understanding of issues relating to academic integrity.
Compiled by Toni Olshen. Updated January 2013.
