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MKT 405 - Marketing Research

Articles and News
ABI/Inform Access limited to OU students, faculty, and staff
Articles from the business press, trade publications, academic journals, and newspapers.

LexisNexis Academic Universe Access limited to OU students, faculty, and staff
A good source for current news as well as company information.

PsycINFO Access limited to OU students, faculty, and staff
Consumer behavior articles. You can search by measures used in studies.

Business Source Elite Access limited to OU students, faculty, and staff
Articles from journals and magazines; market research reports, etc.
Economic and Consumer Data

American FactFinder - US Census
Offers access to demographic, housing, and economic data.


Demographic, expenditure, and other consumer data available as customizable reports.

Consumer Expenditure Survey
Average annual expenditures by consumer characteristics (age, income, ethnicity, etc.)

Global Market Information Database
International demographic and consumer data


Markets & Industries
Look here for in depth industry reports.

Business Insights: Global
Company profiles, brand information, rankings, investment reports, company histories, chronologies and articles.

Datamonitor company and industry reports, country profiles and market research information.

Marketing Scales
Some article databases contain marketing scales, because they have articles that have established or validated certain scales.
PsycINFO - search within "Test and measure." Adding "appended" to your search can return results with the actual instrument appended.

The library has handbooks of scales that are part of our reference collection:
Handbook of Marketing Scales
Marketing Scales Handbook
Citation Management
Refworks allows you to create a personal database of references and automatically generate formatted bibliographies for your projects.

Research Assistance

Ask a Librarian
Ask a research question by phone, chat, email, or in person at the research help desk.

Research Consultation
Sign up online for an individual session with a librarian to get help with your research.

Library Contact
Picture: Shawn McCann

Shawn McCann
Assistant Professor

Office Hours: W 2-4pm & Th 8-10am
sign up for an appointment


OU Libraries, Oakland University | 2200 N. Squirrel Road, Rochester, Michigan 48309 | (248) 370-2471
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