GSM 5107: Marketing- Creating Satisfied Customers
Fall 2014: Maltz & Langan
http://library.willamette.edu/extras/classes/agsm/GSM5107.doc
Librarian: Gary Klein
x6743
E-mail:
gklein@willamette.edu
http://library.willamette.edu
SECONDARY MARKETING RESEARCH IN THE HATFIELD LIBRARY
2 print resources found in Hatfield Library’s Reference Collection
I have created clickable links that will show you the cover of these reference books, and a
sample page that will demonstrate key features of these resources. The underlying
resources are not online, but are available for use on the First Floor of the Hatfield Library.
Since these are “reference books” they cannot be checked out from the Library.
Market Share Reporter: (a 2 volume set in the reference collection)
REF #HF/5410/.M35
Contains summaries of over 3,600 published market share reports from around the world. There
are 5 major categories of reports reproduced in this resource: Corporate market shares;
Institutional shares (by state, by region, or by type of provider); Brands names; Product,
commodity, service of facility shares; and Public policy or governmental entities. All
information was extracted from publicly distributed copies of the underlying data, and they are
presented without any context from the associated articles or textual analysis. Published sources
include professional & trade associations, local & regional newspapers, industry websites,
corporate filings with the SEC, government agencies and independent marketing research firms.
Some items are accompanied by pie charts or bar graphs. All entries spell out where the
information came from, but sometimes a publication’s legal name seems to be lacking
uniqueness, such as the magazine “Marketing” which does not where it is from. Some entries
are so narrowly defined, that only one firm is named, such as “Leading Refrigerated
Beverage Machine Makers in Australia, 2005”. You should also be aware of parenthetical
statements, such as the growing number of entries that worn users when the underlying market
shares exclude items sold by Wal-Mart.
Business Rankings Annual: (a 2 volume set in the reference collection)
REF #HG/4050/.B88
Very similar to the Market Share Reporter, but this focuses on rankings, rather than percent of
market share. Citations to published articles typically include page numbers & issue dates. But
web resources are typically shown with a generic URL, rather the specific source where the data
was originally found. Typically shows the Top Ten for a category, but there are some items,
such as “Largest Manufacturing Companies” in a country that only shows the Top Three.
2 online resources found in Hatfield Library’s Catalog
Encyclopedia of Associations:
If you can name it, then chances are rather good that this directory will list either a fan club,
professional society, or a trade association that focuses energy on promoting that thing. Entries
range from the American Marketing Association, to 3 different Elvis Presley fan clubs, to the
Zero Waste Alliance. Each organization that is identified is asked to provide a wealth of
information including: field of membership, annual budget, scope of operations, recurring
conferences, standard publications, local or regional chapters, topical subdivisions, size of full
time staff, contact info and website. Although the primary focus is on US based organizations,
there are cross-references within the Index to the International version of this resource, but the
details of those overseas organizations are only found by using that other option.
Since the publisher of this unique directory clusters the online access with other resources, you
must first select which document you want to search, and then enter your keyword in the right
hand column of boxes.
If you get multiple items in response to your search, try focusing on whichever group is larger in
terms of membership, staff, operating budget, or existing for the longest time.
Portland Business Journal's Annual Book of Lists
This is a collection of topical oriented rankings, of commerce & business in the metropolitan
Portland area, as originally published in the weekly editions of Portland Business Journal. It
does have a “Table of Contents” as well as a “Contents by Subject” -- several pages after the
front cover. Each table of rankings has its own footnotes, and may have different areas of
geographical coverage. Hatfield Library also has online access to the weekly issues & archives
GSM 5107: Marketing
Maltz & Langan
Fall 2014
Page 2 of 4
Gary Klein
Hatfield Library
of Portland Business Journal, as well as similar regional business magazines in about 50 other
regions of the USA.
Journal & magazine articles from Hatfield Library
Of the 200+ databases that the Hatfield Library subscribes to, this offers the broadest
coverage for most secondary marketing research projects.
If this starting point do not work well for you, then please consult the LibGuides for
Atkinson for additional resources. For further assistance, please contact Gary Klein.
Business Source Premier:
Contains over 34,000 articles with the keyword “market share” as well as 20,000 articles
with “ratings & rankings” (you must include the quote signs in order to assure accuracy).
Also contains thousands of “SWOT analysis”, Company profiles, and Industry profiles.
Business Source Premier offers full text links in either PDF or HTML formats for about half of
all journal & magazine articles identified within this database. In addition to what this database
can directly provide, Willamette University has imbedded links that will tell you if Hatfield
Library can provide access to an article through our contracts covering 25,000 titles, independent
of what BSP can provide. And if Hatfield Library does not have the article in print, online, or in
microfilm, we will offer you the option to fill out an Inter Library Loan form. Typically, about
80% of ILL requests for journal & magazine articles are usually delivered, via email, in about 3
business days.
Local Market Audience Analyst:
This database will only work with Internet Explorer. If you try to use any
other web browser, it will appear as if your network connection is frozen!
Advertising agencies and marketing departments would probably pay tens of thousands of
dollars each year to access this dense resource. Everything in this database is organized by
metropolitan areas, with boundaries that are so unique at times, to appear almost bizarre, because
their construction is based upon audience viewing patterns of local television stations (think of
repeater stations in rural areas, creating gerrymandered shapes). In addition to providing all sorts
of cross-tabbed demographics, the key feature is 231 Lifestyle activities or mindsets clustered
under 11 different umbrellas. These lifestyles range from “use chewing tobacco” to “exercise
5+ times in a typical week”. Some of the lifestyles which are analyzed may seem rather vague,
such as “interested in the arts” while other items address such Yes/No questions as “go to
gambling casino in the past 12 months” or “own mutual funds valued $10K+”. One of the
“lifestyle” groupings is called Psychographics, and it has 25 different groupings by itself. There
also is a separate analysis of socio-economic demographics called PRIZM, which has 66 separate
sets of lifes cycle segments. Each PRIZM segment has its own nickname, and code number,
denoting a specific combination of lifestage & wealth, as well as a different code to denote the
combination of urbanicity and wealth.
GSM 5107: Marketing
Maltz & Langan
Fall 2014
Page 3 of 4
Gary Klein
Hatfield Library
Collecting this massive array of data, fine tuning the analytical methodologies, and the clustering
of these stereotypical models, in order to ascertain which groups of people are more prominent
within a region, are highly proprietary, very unique, and very costly to produce. This deep &
wide collection of lifestyle & psychographic data contained within LMAA is obtained by a
number of exclusive contracts from such sources as Experian (one of the nationwide consumer
credit reporting agencies), Simmons Marketing Research (nationwide surveyors of media
usage), Claritas (analyzers of census demographics down to the zipcode level), and the Nielsen
Company (collecting purchasing data from supermarkets, departments stores and thousands of
volunteer survey participants who scan their purchases at home, as well as measuring media
usage).
Needless to say, the outputs that you can work with, reduces 300 million Americans to a series of
stereotypical labels, to simplify the analysis of local trends. LMAA does not try to explain why
these trends exist in some places. Nor does it explain the economic, social, or historical origins
of these trends. LMAA simply reports the data, tries to keep the sources up to date, fine tunes
the process, and continually adds new questions, new criteria, and new categories, to the mix of
what it reports. LMAA clearly is driven by the goal to provide a service, which has a high
demand, and a high willingness of business to pay dearly for this type of consumer oriented
analysis of who has recently bought goods or services, so that business people can then try to
reach these potential buyers in the near future.
Please click here for a walk-through guide to LMAA. This will give you
meaningful examples & time saving advice on the Local Market
Audience Analyst database.
Recap of major resources mentioned:
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Contacting Gary Klein
Hatfield Library main web page
Hatfield Library’s Databases by Subject or Alphabetically
LibGuides for Atkinson
Walking Through the Local Market Audience Analyst database
The Resource Guide for GSM 5107
WU students, faculty and staff can contact Gary Klein to obtain assistance by
several methods:
 in person at the Hatfield Library in Salem, Oregon
 by email at gklein@willamette.edu
 by campus phone at: ext #6743
 by phone at: #503-370-6743
 is also available on LinkedIn.com; as well as Facebook.com
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This document = http://library.willamette.edu/extras/classes/agsm/GSM5107.doc
Hatfield Library’s subject guides for AGSM = http://libguides.willamette.edu/agsm
GSM 5107: Marketing
Maltz & Langan
Fall 2014
Page 4 of 4
Gary Klein
Hatfield Library