Course Guide

MBA 206 Marketing Management

Fall 2010

The following online and print resources provided by the Long Business Library are key to finding information required for this course. Use the Library proxy Server to access the electronic resources from off-campus.

Books
Articles in Academic Journals and Magazines
Key Journals
Market Research Reports
Marketing Data
Company Information
Books Recommended by Haas Faculty
Other Useful Information

Books

Use the OskiCat catalog to search for books. Subject headings, such as the following, will prove useful: advertising, market segmentation, marketing research, new products, pricing, etc. Choose the subject search box and restrict the search to the Long Library by choosing BUSI from the location menu. E-books may be located and used online through Ebrary.

Articles in Academic Journals and Magazines

Source	Description
Business and Industry	Scan thousands of industry and trade magazines for news related to new products, market share, sales, etc. Use the search boxes to limit to specific marketing terms or concepts.
Business Source Complete	Indexes the major marketing journals and magazines. Full text is provided for many sources.
Factiva	Provides the full text of over 6,500 magazines and newspapers, including many industry and trade journals. Useful for scanning news on new products or marketing strategies of companies.
Lexis-Nexis Academic	A full text database of magazines and newspapers.

Key Journals

Journal of Advertising
Journal of Consumer Marketing
Journal of Marketing
Journal of Marketing Research

Market Research Reports

Source	Description
Business Monitor Online	Provides the full text of reports covering 55 industries in emerging market economies. Useful forecasts for the countries included.
Business Source Complete	Limit your search to or browse by market research reports for several industries.
IBIS World Industry Market Reports	For over 700 U.S. industry segments, provides 25-30 page reports with key statistics and detailed analysis of key growth trends, the competitive environment, and key issues facing each industry.
ISI Emerging Markets	An international database focusing on the emerging economies of Africa, Asia, Europe, and Latin America. Included are many research reports covering industries in the countries covered by the database.
Market Research Academic	Provides full text market research reports focusing on service industries, consumer goods, food and beverages, heavy industries, life science industries, and technology and media from Packaged Facts and Kolorama Information.
Mintel	Market research reports on a variety of consumer products and services. Each report includes market size and outlook, competitive environment, segment performance, distribution channels, market drivers, leading companies, brand share, advertising and promotion, etc. Mintel requires personal registration and is restricted to course specific use.
New Strategist books	New Strategist publishes market research reports on different groups (men and women, age groups, ethnic groups), consumer behavior ("Who's Buying X"), and within industries (health care, food service). Check OskiCat for individual title and availability information. Sector Analysis under Market and Country Research.

Marketing Data

Source	Description
American FactFinder (Census.gov)	American FactFinder is the Census Bureau's portal to decennial census and American Community Survey data. Find detailed demographic and housing information by state, county, and ZIP.
Community Sourcebook of Zip Code Data	At the zip code level, provides detailed population, income, and spending potential data. Located in the Reference Collection HA203 S66.
EIU Country Profiles and Reports	Annual and quarterly reports for over 200 countries with economic data for each.
Gallup Brain	Gallup Brain is a searchable archive of decades of Gallup poll responses.
Market Share Reporter	A print source providing market share for products and companies. Located in the Reference Collection HF5410.M35.
MediaMark	Contains the results of a national probability sample of U.S. consumers and provides very detailed data for specific consumer goods. Student must register on the Media Mark site for access to the data.
SRDS Local Market Audience Analyst	The Local Market Audience Analyst can generate reports and maps showing demographics, consumer preferences, and lifestyles by U.S. county or metropolitan area. This database replaces the print "SRDS Lifestyle Market Analyst" book, which was discontinued by the publisher.

Source	Description
Business Source Complete	Click on SWOT Analyses link
Hoover's Online	Company profiles / current and some historical financial data
ThomsonOne	Analyst reports from investment banks via ThomsonOne Choose "Screening & Analysis -> Research" on the left sidebar. Must be accessed using Internet Explorer.
Lexis-Nexis Academic	Click on the Business category button for company profiles and financial data/annual reports.
Mergent Online	Provides comprehensive financial information for public companies.
Value Line Research Center	Provides stock market performance data, betas, and Value Line investment advice for 4,000 U.S. companies. Also performance and investment advice for 100 industries.

Books Recommended by Haas Faculty

General Books on Market Research
The Market Research Toolbox: A Concise Guide for Beginners by Edward F. McQuarrie, Sage Publications, Inc. HF5415.2 M383 1996 Analysis for Marketing Planning by Donald R. Lehmann and Russell S. Winer, McGraw-Hill/Irwin HF5415.13 L395 Marketing Models by Gary Lilien, Philip Kotler and K. Sridhar Moorthy, Prentice Hall HF5415.13 L52 1992
SPECIFIC TOPICS
Exploratory Research
Why We Buy: The Science of Shopping by Paco Underhill, Simon & Schuster HF5415.2 U53 2009 The Mirrored Window: Focus Groups from a Moderator’s Point of View by Judith Langer, PMP H61.28 L3 2001 Advance Focus Group Research by Edward E. Fern, Sage Publications, Inc. H61.28 F47 2001 The Clustered World: How We Live, What We Buy, and What It All Means About Who We Are by Michael J. Weiss, Little, Brown and Company HN59.2 W449 2000
Questionnaire Design
The Art of Asking Questions by Stanley Payne, Princeton University Press LB1027 P33 Thinking About Answers: The Application of Cognitive Processes to Survey Methodology (Jossey-Bass Social and Behavioral Sciences Series) by Seymour Sudman, Norman Bradburn and Norbert Schwarz, Jossey-Bass Main HN29 S6915 1996 Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research (Association for Consumer Research Series) by William O. Bearden and Richard G. Netmeyer, Sage Publications, Inc. HF5415.3 B323 1999
Sampling
Sampling Techniques (Wiley Series in Probability and Mathematical Statistics) by William Gemmell Cochran, Wiley QA276.6 C6 1977
Data Analysis
Analyzing Multivariate Data by James Lattin, Paul Green and Douglas Carroll, Duxbury Press QA278 G72
Multi-cultural Marketing
International Marketing Research by C. Samuel Craig and Susan P. Douglas, John Wiley & Sons HF1416 C73 2005 Marketing to American Latinos: A Guide to the In-Culture Approach, Part 1 and Part 2 by M. Isabel Valdes, Paramount Market Publishing; Book&Cd-rom edition HC110 C6 V35 2000

Other Useful Information

Long Library homepage

Librarians are available at the Reference Desk to assist you during these hours:
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Friday:	1 - 4 pm

Where Do I Find? (a brief guide to finding various types of business information)

Questions? Ask your business librarians.