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MC 4317: Advertising Account Planning: Research Databases
Databases are an efficient search tool when you're conducting research because they search multiple topics and various formats simultaneously. Instead of searching through multiple academic journals, statistics, case studies, company profiles, and more.
This page has several databases that are frequently used in the School of Journalism and Mass Communication.
Database including full text articles, investment, industry, company, market research reports, case studies, company profiles, and financial data. Includes SWOT analyses and 55 videos from the Harvard Business School Faculty Seminar Series.
Coverage: Indexing 1886 to present, full text start date depends on journal.
Extensive demographic, business and marketing data from sources such as census data from 2000 and 2010,Current Estimates, Five Year Projections, the Experian SimmonsLOCAL® and Nielsen Claritas PRIZM® Data Packages.
Advertising and marketing sources and research. Includes Digital Media, Consumer Magazine Media, Business Publication Media, Local Media by DMA, Newspaper Media, Radio Media, Out-of-Home Media, TV and Cable Media, Segmentation & Market Solutions, Print Circulation, and International Media Guides for Consumers and Newspapers Worldwide.
Consumer demographics. This is the online version of GfK MRI's Survey of the American Consumer, psychographics/lifestyles, product & brand usage, and media preferences based on a sample households. Although MRI provides marketing research for a wide variety of products, it does not analyze all consumer items. Please see the Tutorial document for help.