OU Libraries
OU Libraries

Search by title, author...

MKT 405 - Marketing Research

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.)


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

Business Decision
Demographic and business information including Landscape Market Segment Reports

Global Market Information Database
International demographic and consumer data



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.
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.

Library Contact
Picture: Shawn McCann

Shawn McCann
Assistant Professor

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

Here is a quick vide tutorial on finding scales in PsycINFO

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.


OU Libraries, Oakland University | 2200 N. Squirrel Road, Rochester, Michigan 48309 | (248) 370-2471
Accessibility | Sitemap | Hours | Location | Comments | Webmaster

Hours | Location

OU Libraries on Facebook OU Libraries on Twitter OU Libraries News