A beginning session on Business and Marketing research and the use of information Databases.

1. Business Administration –
Marketing
Welcome to the Library
Database Research
Online Search Methods
Regents Center Library
University of Kansas Lissa Lord
Edwards Campus llord@ku.edu

2. How to write a Marketing Plan?
Go to a reliable search engine
(refseek.com) and ask for help. The library
databases are not too good with easy
questions.
Look for reliable sources of information.
www.sba.gov
www.iowasbdc.org

3. Marketing Research
Got a company in mind?
Start digging.
Ikea
How to get started. Newspapers is one way to introduce a
company.
Perhaps the Kansas City Star? Or Wall Street Journal?

5. Kansas City Star

18. http://www.Ikea.com

20. http://franchisor.ikea.com/Whatwedo/Pages/Providing-a-pattern-for-success.aspx

21. What we’ve done:
Looked at newspapers
Libraries’ Homepage: http://www.lib.ku.edu  e-Journals  Kansas City Star (local news)
Wall Street Journal  (national business articles)
Company Website: http://ikea.com

22. Business and Marketing Guides from the Library

23. http://www.lib.ku.edu

33. Want a database that compares one
company with others in the same business
or NAICS Code?
Business Insights: Essentials

37. furniture

38. furniture

41. Remember how we got here?
Libraries Homepage www.lib.ku.edu
Subject and Course Guides:
Business and Marketing Guide
ABI/Inform database
Business Insights: Essentials database

42. Just in case you want to look at a book on
Marketing:

43. http://www.lib.ku.edu

51. Most recent copy of Marketing Business Weekly

53. Business and Marketing Statistics
The following websites and KU Libraries’ databases are great places to locate business and marketing statistics:
NAICS & SIC Codes
NAICS=North American Industry Classification System Code
SIC=Standard Industrial Classification
When researching business and marketing statistics, it is helpful to start with the NAICS or SIC code. The four-digit SIC code
was established in the U.S. in 1937 to classify industry areas. In 1997, the six-digit NAICS code was released and has largely
supplanted the SIC code, although certain government agencies still use the SIC code.
To find a NAICS code, go to http://www.naics.com
To find an SIC code, go to http://www.osha.gov/pls/imis/sicsearch.html.
IBISWorld http://bit.ly/1l8jqiG
Search by keyword, NAICS code or company. Click on any of the tabs above the industry title to get a wealth of information.
“Key Statistics” is the far right tab.
Business Insights: Essentials http://bit.ly/1r1woQr
Click on the middle tab entitled “Comparison Charts” and choose either “Companies” or “Industries.”
Click the “Add/Remove” button.
Start typing the name of a company, industry or NAICS code in the search box. When you see the correct name with the green
plus sign in front of it appear, click on it. Choose “Table.”
Using the “Search Metrics” drop-down box, choose additional available tables.
For additional information, enter your search terms in the search box in the upper right corner. In the drop-down menu, you
may choose to search by company, article, industry, or keyword.

54. Mintel Report http://bit.ly/1lUaSsY
Provides market research reports for the US, UK and European markets.
Scroll down the page to click on the agreement for conditions of use.
Create a personal profile using your KU email address—it’s easy.
Type your search terms in the search box and press enter (Do not use NAICS or SIC codes).
You may refine (filter) or broaden your search by clicking on the boxes on the left side.
Click on the title of the document that you would like to view.
To clear searches or filters, click “Clear Filters” in the “Refined By” box on the left side.
Factiva http://bit.ly/PVmsda
To find the financial ratios of a company and compare them to the industry average:
Click “Companies/Markets” on the black bar located above the “Free Text Search” box.
Select “Company” again from the options listed.
Use the “Smart Lookup” search box to locate the name of the company.
Click “Reports” on the left side of the page.
From the drop-down box, choose “Ratio Comparison Report” (not always available).
Leave the “HTML” radio button chosen and then click the “View Report” button.
You can find additional statistics by choosing “Peer Comparison” and “Financial Results” on the left side.
To find industry information:
Click “Companies/Markets” on the black bar located above the “Free Text Search” box.
Click “Industry” from the options listed.
Click on the industry you are researching.
Click “Peer Comparison” on the left side of the page.
You can find additional statistics by choosing “Analysis and Profiles.”

55. Census Information http://www.census.gov/econ/isp/.
Due to census taking schedule, industry statistics are usually somewhat dated.
Type the NAICS code or title of the industry in the search box.
Click on the appropriate industry link.
Links to further information are available on the left.
Standard & Poor’s Capital IQ Database www.capitaliq.com
This database provides information on public and private companies, operating subsidiaries investment firms, and their
respective portfolio companies. The database requires a Username and Password and is available on all of the library
workstations.
Go to www.capitaliq.com.
Ask a library staff member for the Username and Password.
Type the company name in the search box at the top left side of the screen.
Use the blue links on the left side to locate more information.

56. Questions?
Lissa Lord
lissalord@ku.edu