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Course Guide

Marketing Research

A Quick Word from your Librarian, Nic Ashman

This video runs for 33 minutes.

A couple of quick addendums to the video:

  • I do not come back around to a better example of a Research Starter.  You can do this one your own.  "Marketing" is a good search term.
  • You will need to register for Linkedin Learning ahead of using it. The link embedded on the page will take you to the LinkedIn Learning Guide. There you can select the link in the upper right to get registered. Please type in "How to Use LinkedIn Learning" to get started.

Your Library Databases

Search ALL Library Resources: Find Books, Articles, Movies, and More

Business Source Premier (CVTC access)

The industry's most widely used business research database, Business Source Premier features full text and searchable cited references for top journals covering a variety of business disciplines.

LinkedIn Learning

Online learning platform with over 13,000 courses taught by real-world experts. Includes content.  This is a great resource for building up your "soft skills".

Textbook and Additional Resources

A few words of advice:

You may want to look up your NAICS code via the US Census Bureau (pronounced "Nakes") ahead of any industry searches.  This can pinpoint the appropriate industry(ies) your business falls under.  The US Census Bureau has an informative NAICS resource page you can use.

Trade publications and websites can give you an idea as to who an industry's customers are and their needs. For example, if doing research on the cosmetic and nails industry, review NAILS Magazine. To find trade publications, Google your industry with keywords like "trade organization" or "trade associations".  You can do this in OneSearch and Business Source Premier as well.

In addition to the nationwide organization, many local communities also feature their own Chamber of Commerce organizations that offer guidance and resources specifically tailored to the market and issues of the local community.


Access additional resources lists by clicking on the links below


Marketing Segmentation, Demographic Data Links


Company & Industry Information Links


Small Business Resource Links

You can also find demographics Association & Trade Websites and/or from a clients' social media accounts.

With their permission, of course.

Audience Insights (Facebook Demographics) 

You must be logged into a page's FB account to use this tool.

An audience creation tool from Facebook lets you create any sort of target demographic and shows you the breakdown of the audience slice you’ve chosen. One of the quickest ways to learn about those who have liked your page is to run insights on that specific segment.

The Rest of the Library

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Marketing Research: Course Resources

This guide is your link between the Marketing Research course and the CVTC Library!