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MK 4200: Marketing Research (Brenda Turner Fall 2024)

Use this guide to find information and resources for Brenda Turner's Marketing Research course.

Library Databases

The library has a number of general and subject specific databases that you may want to use to search for specific details about your research topic. In addition to pulling information from different source material, each database may organize information using different subject terms and keywords. Most databases also allow patrons to use filters to narrow down search their search results even further.

If you are getting too many search results, or too few, please consider setting up a research appointment for help. You can email me to request an appointment.

The library has a number of general databases that cover multiple subject areas, including the following:

  • Academic Search Complete is a scholarly, multi-disciplinary database providing indexing and abstracts for thousands of journals and other publications. PDF content dates back to 1887.
  • ProQuest Central brings together over 160 major subject areas, including thousands of full-text scholarly journals, trade and professional titles, newspapers, magazines, dissertations, working papers, case studies, and market reports all together on a powerful, user-friendly platform.
  • Research Library provides one-stop access to more than 4,000 periodicals from one of the broadest, most inclusive general reference databases ProQuest has to offer. Search from a highly-respected, diversified mix of scholarly journals, trade publications and magazines covering over 150 academic disciplines.
  • Web of Science covers all academic subject areas and provides seamless access to information about scholarly journal articles from the Science Citation Expanded, Social Sciences Citation Index, and Arts & Humanities Citation Index as well as Book Citation Index and Conference Proceedings Citation Index.

Database Search Tips

Knowing what kind of database you're using can help you know how to search for information in it. General databases cover a wide variety of topics, resources and subject materials. They can be a good place to start your research or to search for information when your topic is multi-disciplinary. Subject-specific databases, like ABI/INFORM, Business Source Complete and others cover articles, indexes news and legal information, etc. related to their particular subject or discipline. Business databases, for example, can be particularly helpful when you are looking for country or industry-specific information for your assignment. 

 

If you're not sure what is covered in a database, you can check the publications that it includes. 

Academic Search Complete arrow showing publications link

Searching a library database is different that searching Google, which is a search engine that has been optimized for "natural language" searches. Most library databases use what's called a "controlled vocabulary" to make the information that they include more findable. Examples of controlled vocabularies can include index terms, subject headings, or a thesaurus that the database uses to group items so that patrons can search for them. 

When you are searching a library database you will also want to keep in mind that different vendors may use different terms for the same thing. To make sure that you are effectively searching the database, you can check the "subject terms" or "thesaurus" to learn how the database organizes its information and how to search for items on your topic. 

Business Source Complete arrow showing thesaurus link

What is Passport (Euromonitor)?

Passport is a market research database that includes detailed statistics and research analysis of global markets and consumers. It offers industry reports that cover consumer products and services markets in over 200 countries and 70 regions. These reports include market size, company shares, brand shares, distribution channels and profiles of leading companies and their brands. It is a helpful database for those wishing to conduct research on consumer goods related to food, beverage, beauty and personal care, home appliances, pet care, finance and more. 

How to use Passport (Euromonitor)

Passport can be accessed on and off campus. There is no user limit for the Passport database. The GSU subscription covers the industries, channels, and companies reports. GSU does not have access to the reports for products, consumers and economies. 

For in-depth instructions on using Passport, see here.

Passport (Euromonitor) screen