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Marketing 441: Research Session

Join Ms. Shana Gass for a comprehensive research session in Marketing 441, focusing on effective strategies for academic and market analysis in the nonprofit sector. This session highlights vital resources including the U.S. Economic Census, National Center for Charitable Statistics, and various demographic tools. Learn how to navigate data effectively, uncover essential insights about competition, and target your audience through secondary data sources. For more resources, refer to the included handouts or visit [Towson University resources](http://pages.towson.edu/sgass/courses).

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Marketing 441: Research Session

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  1. Marketing 441:Research Session Ms. Shana Gass, MSLS, MS sgass@towson.edu Reference Librarian September 2010

  2. Smart Searching Handout & Highlight Handout • Smart Searching Handout • What Would Google Do? Better Googling • MKTG 441: Research Session Highlights • Can be found also at: http://pages.towson.edu/sgass/courses

  3. Agenda • Your Organization • The Industry/Competition • U.S. Economic Census • National Center for Charitable Statistics • Demographics & psychographics • U.S. Census & American Community Survey • ESRI - Tapestry • Spending • ETI Drilldown (website) • Community Sourcebook of Zip Code Demographics & Demographics USA (books On Reserve @ Cook) • American Incomes & Household Spending (books On Reserve @ Cook) • Database searching

  4. Subject Gateways & Databases Links

  5. Know Your Organization

  6. More Information on Your Organization • Guidestar.org for Form 990[requires free registration] • Search: NEWS

  7. What other organizations provide services? See: Directories on Highlights handout; also check links from your target organization

  8. Industry Research • Nonprofit sector as an industry • Nonprofit companies in US Economic Census • National Center for Charitable Statistics • Look for reports on organizational web sites! Foundation Center

  9. US Economic Census • Bureau of the Census • Every 5 years – latest is ‘07 • Establishments, sales, payroll • Read the definitions! • Arranged by NAICS code

  10. Sample NAICS Code(North American Industry Classification System) • 51    Information • 511    Publishing Industries (except Internet) • 5111    Newspaper, Periodical, Book, and Directory Publishers • 51111    Newspaper Publishers • 511110    Newspaper Publishers You’ll need a NAICS code to drill down by industry in the Economic Census

  11. Try It! • Go to business.census.gov • Can you find information on nonprofits? Other relevant industries? (using the appropriate NAICS code? Drill down to 5-6 digit level) • Can you find information on this industry within the state? • How about Baltimore County?

  12. Other ways to Access the Economic Census • http://www.census.gov/econ • http://factfinder.census.gov > Economic Census > Get Data

  13. Know Your Target Market: Secondary Data • Consider scale: national, regional, state, county, city, DMA, zip • Consider age • Demographics • Demographics example: American Factfinder - US Census • Psychographics • Psychographics example: • ESRI – Tapestry Segmentation

  14. American Factfinder - Demographics Based on the decennial census Smaller survey done each year

  15. Market Research Sources • Mediamark – library database(register w/TU email address)Product user info, with demographics & media usage • Simmons – CD-ROM @ libraryProduct user info, with demographics & psychographics • SRDS Local Market Audience Analyst – library databaseDemographics & psychographics/lifestyle info by country, DMA (Designated Market Area)

  16. Tutorials • Simmons(Van Houlson, U. of Minnesota):http://busref.lib.umn.edu/guides/Simmons.ppt • Mediamark/MRI+ (Joyce Garczynski, Towson U.):http://pages.towson.edu/jgarczyn/mri_spring10.ppt • SRDS Local Market Audience Analyst See the icons in the database. Also:http://researchwiki.lndlibrary.org/images/6/6b/SRDS_LMAA_guide.pdf(by Alison Cody, Loyola/Notre Dame U.):

  17. Check out the Library Catalog • Books on sickle cell, autism, nonprofits, fundraising… • See Highlights handout for search tips

  18. Researching Issues & Nonprofits UsingCook Library Databases • News – local, national, international for general or “trade” audiences • Research – studies in academic AKA peer-reviewed AKA scholarly journals • Case studies • Advice for practitioners • Opinion pieces

  19. Researching Sickle Cell, Autism, & Nonprofits UsingCook Library Databases • Business Source Complete • Academic Search Premier • Education Research Complete • Factiva • LexisNexis Academic

  20. Some (Specialized) Journalsin the Library Databases • American Journal of Public Health • Autism Research • Chronicle of Philanthropy • Nonprofit and Voluntary Sector Quarterly • Social Marketing Quarterly

  21. Search Techniques Make All the Difference • Search #1What is Americans’ general propensity to support charities through financial contributions and/or volunteering? • Search #2charities volunteering • Search #3charities and volunteering • Search #4 charit* and volunteer*

  22. Search #5 (all in one search box)charit* and (volunteer* or donat* or support*)In Advanced Search the same search could look like this:

  23. Combined “EBSCO” Database Search • Business Source Complete • Academic Search Premier Screenshot of a Sample Search

  24. LexisNexis Academic This is where you want to be to search for news articles in Lexis!

  25. Questions? …feel free to contact me!Ms.Shana Gass 410-704-2395 sgass@towson.edu Or any reference librarian:Visit – call – IM – email – TXT*Cook Library Website > Ask a Librarian * Dial 66746 + begin with askcookNormal txt rates apply!

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