Library Classroom Connection

Finding STAT-USA

I just got a question about how to find STAT-USA on our business school website... You're right, it's not there! I'll fix that, but it will take a few days.

There IS a link to it from our main library web site: STAT-USA. Because it is run by the U.S. government, you can also find it online, via Google, etc. The passwords we shared in class will work from either location.  If you can't find your passwords,  email me mollman@wustl.edu - I'd rather not post them on a public blog.

One other 'heads up', we currently have access for only one person at a time (this is one of the few government services with subscription rates). If you can't get in immediately, just try again later. I'll investigate the cost of more access for the next class. I know, it doesn't help you now! Thanks for being patient-

Finding local demographic information

When you need demographic or lifestyle information specifically about the St. Louis area, you can find it several ways...

• Demographics USA Zip edition- HF 5415.3 D 463 2005
• Lifestyle Market Analyst- HF 5415.33.U6 L54
• NEW... online, check out 'neighborhood lifestyle' profiles by zipcode at ESRI Sourcebook America (http://www.esri.com/data/community_data/index.html) Ignore the links to buying the product- we have these CDs at the reserve desk allowing you to work with the data in a mapping format. You won't need the CDs to run some interesting analysis of 'neighborhood tapestries'- just put in your zipcode and it will give you the three top profiles for your area.  It's pretty nifty... here's a sample:

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Segment 09 Urban Chic

Urban Chic residents are well-educated professionals living an urbane, exclusive lifestyle. Most own expensive single-family homes with a median value of $633,000. Married-couple families and singles comprise the majority of households. The median age is 41.4 years. Urban Chic residents travel extensively, visit museums, attend dance performances, play golf, and go hiking. They use the Internet frequently, to trade or track investments or to make purchases (especially concert and sports tickets, clothes, flowers, and books). They appreciate a good cup of coffee, while reading a book or newspaper, and prefer to listen to classical music, all-talk, or public radio programs. Being civic-minded, they are likely to work as volunteers.

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Using SIC and NAICS codes to build a list of companies

What are SIC and NAICS codes?

The Standard Industrial Classification (abbreviated 'SIC') is a United States government system for classifying industries by a four-digit code. Established in the 1930s, it is being supplanted by the six-digit North American Industry Classification System, which was released in 1997; however certain government departments and agencies, such as the U.S. Securities and Exchange Commission (SEC), still use the SIC codes. Many databases allow you to search by SIC or NAICS code.

How do I determine what SIC or NAICS codes to use?

One easy way to find a code is to use the Business and Company Resource Center database. Choose the Industry button from the opening page. Put in a keyword describing your industry. This can take some time. For instance, if you are looking for biotechnology companies, you won’t find any results under ‘biotechnology’ but you will find something under ‘research’:

SIC:  8731 - Commercial Physical and Biological Research

NAICS: 54171 - Research and Development in the Physical, Engineering, and Life Sciences

If you’re having difficulty identifying the right keywords, another way to find an SIC or NAICS code to use is to look up a company who is a leader in the field. Both Business and Company Resource Center and Hoover's Online Business Network are good sources for company searches, because they automatically list the primary SIC and NAICS codes for the firm.

What are the best databases to search using SIC and NAICS codes?

To find lists of companies, you can start your search in:

·         Dun & Bradstreet's Million Dollar Database

·         LexisNexis Academic    Choose ‘Business’ from the red bar at the top of the page, then look on the right column and choose’ Dossier Create a Company List’

·         Sorkins    To use SIC or NAICS codes, choose Combo or Industry searches, rather than Company.

MKT Analyzing the Competition

http://www.bnet.com/2410-13238_23-57058.html?promo=808&tag=nl.e808

This is a segment of a larger article on Profiling Competitors...

Analyze Competitors’ Promotional Activities

By monitoring your competitors’ advertising, promotions, exhibition presence, press activities, and Internet information, you can assess their strategies. These are some of the possible scenarios:

• Heavy advertising expenditure could indicate a competitor trying to win greater share or attempting to remedy losses in that market.
• Price promotions may indicate that your competitors want to be perceived as value-for-money suppliers, or they may be an emergency response to declining sales.
• Press announcements about new production facilities could indicate that your competitors are trying to increase their business significantly. They may become more cost-effective and able to offer lower prices, or may be taking on additional overhead that they must finance.
• Announcements about new branch or dealership openings could mean that competitors are expanding into new territories.
• Recruitment drives may signal a change in direction, a growth strategy, or a sudden loss of staff.

To gain a better idea of your competitors’ financial health, you may be able to obtain information from credit reference agencies.

New industry research database now available

We've added Plunketts Research Online to our repetoire of industry oriented databases. You can access it throught the business school library site at Plunkett Research

Plunkett Research offers business intelligence, industry trends, statistics, market research, sales leads & corporate profiles. It's especially useful to use the search all feature with a particular product or brand. You can then see all the relevant industry trends, competitors, as well as association listings.

MKT 370: Locating American Demographics articles

Your handout from class (Marketing Plans: Tackling Your Situation Analysis Research) directs your to American Demographics Magazine using the ABI/Inform database. We no longer carry that database, but we do carry it through LexisNexis Academic database.

To search only in the journal "American Demographics":

Step One: Select 'Business News" from dropdown menu.

Step Two: Select "Business and Finance" from dropdown Menu.

Step Three: enter your search term- probably the product you're looking for.

Step Four: set your date range. (I'd choose at least the last two years)

Step Five: Search this publication title:  Type in "American Demographics" with the quotation marks.

MKT 370: Where to find Lifestyle Market Analyst and Demographics USA Zip

Just a reminder that for the rest of the semester you can look for the Lifestyle Market Analyst and Demographics USA (zip edition) on reserve,  behind the circulation desk in our business library. You would normally find them in the Reference stacks, but we wanted to be sure they are easy to find when you need them.

Principles of Marketing (Johanek)

For the Situation Analysis portion of your Marketing Plans… the handout from class is also available on the Kopolow Library Website at Other Essentials >Guides>Classes>Situation Analysis for Introduction to Marketing. You can also pick up a copy at the Circulation Desk here in the library.

If you’re looking for a copy of the MarketShare Reporter , the LifeStyle Analyst, or the Zipcode Demographic books, they’ve been moved from the Reference Shelves to the Reserve desk, so you won’t have to search all over the library to track them down!