MARKETING RESEARCH GUIDE
REFERENCE
Printed Sources
The following is a list of major reference sources available in the Reference Room:
- American Marketing Association. M Guide: AMA's Essential Marketing Directory. Chicago, IL: American Marketing Association, 2004.
Ref HF5415.M32- Awe, Susan C. The Entrepreneur's Information Sourcebook: Charting the Path to Small Business Success. Westport, CT: Libraries Unlimited, 2006.
Ref HD62.5.A96- Bennett, Peter D., ed. Dictionary of Marketing Terms. 2nd ed. Lincolnwood, IL: NTC Business Books, 1995.
Ref HF5415.D4874- Coyle, James R. Internet Resources and Services for International Marketing and Advertising: A Global Guide. Westport, CT: Oryx Press, 2002.
Ref HF1416.C69- Interbrand. The Brand Glossary. New York: Palgrave Macmillan, 2007.
Ref HD69.B7B723- McDonald, Malcolm, and Peter Morris. Marketing: A Complete Guide in Pictures. 2nd ed. Oxford: Elsevier/Butterworth-Heinemann, 2004.
Ref HF5415.M236
On-line Sources
Here you can find a list of pertinent on-line reference resources.
Encyclopedia Britannica gives access to basic reference information.
- Credo Reference gives access to over 500 general reference sources.
Oxford Reference Online contains dictionaries and other quick reference sources.
Note: the links mentioned above work only when you are on-campus. To use these resources from off-campus, start from the databases webpage
Market Research Guides
- Baines, Paul, and Bal Chansarkar. Introducing Marketing Research. Chichester, UK: J. Wiley & Sons, 2002.
HF5415.2.B2- Birn, Robin, ed. The International Handbook of Market Research Techniques. 2nd ed. London: Kogan Page in association with MRS, 2002.
HF5415.2.H284- Carson, David, Audrey Gilmore, Chad Perry, and Kjell Gronhaug. Qualitative Marketing Research. London: SAGE, 2001.
HF5415.2.Q328- Hague, Paul N, Nick Hague, and Carol-Ann Morgan. Market Research in Practice: A Guide to the Basics. London: Kogan Page, 2004.
HF5415.2.H253- Kent, Ray. Marketing Research: Approaches, Methods and Applications in Europe. London: Thomson Learning, 2007.
HF5415.2.K435- Stevens, Robert E., Bruce Wrenn, Philip K. Sherwood, and Morris E. Ruddick. The Marketing Research Guide. 2nd ed. New York: Best Business Books, 2006.
HF5415.2.M35585
BOOK SEARCHING
Most of the books on marketing can be found on the shelves under H in the Library of Congress Classification System. In particular the section included between HF5410 and HF5417.5 is specifically related to marketing, although other books of interest can be found under the general HF section, which includes also books on commerce, business, and accounting. Other marketing related books may be found under the HD section, which is primarily related to industries and management.
The Library catalog allows different kinds of searches, among which Subject Keyword and Subject Browse.
The Subject Keyword search will retrieve all the records with the subject strings containing the word you searched for.
The Subject Browse search will lead you to the controlled subject headings list. Determining which "controlled" subject headings are established for aspects of a topic is an important step in finding relevant materials. You may want to browse on the broader subject (e.g. marketing) to find out what’s available in the Library.
Some examples of official subject headings and heading patterns are listed below:
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Printed Editions
The library has a small collection of print journals and newspapers on Business and Economics, such as:
Electronic Collections
A large collection of electronic journals is available through library databases such as JSTOR, EBSCO (Business Search Premier and Academic Source Premier), and LEXIS-NEXIS.
Here is a sample of the most important full-text titles, directly accessible through Journals, A to Z:
In addition to scholarly journals and magazine articles, databases such as LEXIS-NEXIS and Business Source Premier can be extremely useful when searching for company and industry profiles. They include the full text of company profiles from sources like Datamonitor and Hoover's, as well as SEC filings, marketing plans, financial data and reports, and country economic reports.
Last updated: 7-9-2009