Marketing 361: Research Session Ms.Shana Gass, MSLS, MS [email protected] Research & Instruction Librarian Cook Library, Towson University Course Gateway: http://cooklibrary.towson.edu > Research > Course Gateways > MKTG 361 Know Your Organization • Organization Site (look for “About” section, reports, etc.) • Guidestar.org – Form 990 Marketing Environment Audit: Task Environment Components: Industry/Competitor Research • Specific industry or issue Examples: Foundation Center – Investigate radio for WYPR – National organizations often list relevant orgs • Nonprofit sector as an industry • Look for reports on organizational web sites! Industry Research • Directories – Idealist.org – Maryland Nonprofits • News on Nonprofits • Nonprofit Statistics Nonprofit Statistics: U.S. Economic Census • • • • • • • Census of businesses* Every 5 years *Nonprofits included, but not always broken out Organized by industry (NAICS codes) Some important exclusions by sector & size Key terms: nonemployer, establishment http://factfinder.census.gov National Center for Charitable Statistics • http://nccs.urban.org > U.S. Nonprofit Sector • NTEE classification (not NAICS) • Stats on Organizations, giving, volunteering JHU - Center for Civil Society Studies • National Nonprofit Economic Data Project (NED) http://www.ccss.jhu.edu > Nonprofit Economic Data • NED “is generating critical new information on the dynamics of the nonprofit sector by synthesizing and analyzing diverse datasets on nonprofit organizations, including data on nonprofit finances, employment and wages, and volunteering.” • Bulletins include DC & Maryland Cook Library Subject Gateway: Nonprofits • http://cooklibrary.towson.edu/nonprofits • More websites, databases, & journals on nonprofits • Suggestions welcome! Who is most likely to participate, donate, etc.? Know Your Target Market: Secondary Data • Things to consider: – Vintage – Geography: national, regional, state, county, city, DMA, zip – Unit of measure (individual, household, etc.) • Types of data about consumers – Demographics – Psychographics Know Your Target Market: Secondary Data • Demographics – Example: American Factfinder - US Census • Psychographics – Example: PRIZM/Claritas My Best Segments Cook Library Marketing Subject Gateway http://cooklibrary.towson.edu/marketing • Resources for Marketing • Link to Secondary Data guide • Contact info for Marketing Librarian Mediamark Reporter database More info (link from the Marketing Subject Gateway) Clue: Index. 100 = average Researching Radio & Nonprofits Using Cook Library Databases • News – local, national, international for general or “trade” audiences • Research – studies in academic AKA peer-reviewed AKA scholarly journals • Case studies • Advice for practitioners • Opinion pieces Some (Specialized) Journals in the Library Databases • Autism: The International Journal of Research and Practice • Broadcasting & Cable • Chronicle of Philanthropy • Journal of Health Care for the Poor and Underserved • Nonprofit Management & Leadership • Social Marketing Quarterly LexisNexis Academic database Combined “EBSCO” Database Search • Business Source Complete • Academic Search Premier Screenshot of a Sample Search Search Time! • Consult the search savvy handout • Try either Business Source Complete/Academic Search combo OR LexisNexis Academic • Try new techniques! Ask questions! • Be ready to report! …questions to follow • Describe some of the recent research on volunteering. • What are some recommended strategies for nonprofits for coping with the recession? • What is the current state of fundraising in Maryland? Be ready to report your preliminary findings (with source) Check out the Library Catalog • Books on public radio, nonprofits, fundraising, social issues… • The Nonprofits Subject Gateway includes an updated list of the very newest books Questions? …feel free to contact me! Shana Gass 410-704-2395 [email protected] Or any reference librarian: Visit – call – IM – email – TXT* Cook Library Web Site > Ask a Librarian *New service! Dial 66746 + begin with askcook Normal txt rates apply!