Secondary Sources Assignment

Secondary published resources for your marketing assignment.

Your assignment familiarizes you with customer analysis sources.  Many sources are available free from goverment and some are only available through business and marketing databases or reports.  A sampling is available to the academic market via the library website.  Look to the tabs in this research guide to guide you with this assignment.

Secondary research is faster and cheaper than primary.  Knowledge of when and how to apply both are needed for customer analysis.

There are two kinds of sources:  Freely available sources such as government and organization/association websites.

• Government sources-- demographics
• Free web --free survey sites, association pages.

Subscription databases are access through the library and are free to currently enrolled students.

• News Articles--Back issues from hundreds of trade magazines in Proquest ABI Inform; Factiva; Lexis Nexis etc.

• Commercial databases on consumer preferences

• ReferenceUSA -- Business directory and broad lifestyle categories at detailed geographic level (city, zipcode, neighborhood)

• Scholarly research on customer analysis -- look for articles your professors and other marketing scholars write Emerald and Science Direct, Ebsco Host

• Marketing Periodicals CSUSM Library

• Market research reports (custom reports for companies not available to the general public) $$$$  Not available for purchase.