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MKT 405 - Marketing Research

Markets & Industries
Business Insights: Essentials
Company profiles, brand information, rankings, investment reports, company histories, chronologies and articles.

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


Economic and Consumer Data

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

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

American Customer Satisfaction Index
Satisfaction scores by industry and by company.
 

Global Market Information Database Access limited to OU students, faculty, and staff
International socioconomic data, including industry statistics, consumer behavior statistics, and country information.
 


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.
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
mccann@oakland.edu
248.370.2456

Office Hours: W 4-6pm & Th 2-4pm
sign up for an appointment

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