Guide to research related to developing a new product or service

1. MKT271 –
PRINCIPLES OF MARKETING
PROFESSOR: SUSAN PETERSON
RESEARCH SHORTCUTS
Library Faculty: Marsha Ballard
marsha.ballard@scottsdalecc.edu
480-423-6638

2. WE’RE STILL HERE!
OUR TEMPORARY LOCATION IS THE PERIDOT ROOM ON
THE WEST SIDE OF THE STUDENT CENTER

3. RESEARCH ASSISTANCE
 Face to face
 24/7 chat
 Phone: 480-423-6650 (SCC Library)
480-423-6638 (my office)
 Make an appointment:
marsha.ballard@scottsdalecc.edu
 Research guide:
http://library.scottsdalecc.edu/MKT271_Peterson

4. OBJECTIVES
Learn shortcuts to:
 Correct APA citation format
 Basic business reference sources that will help
complete your assignment
 Journal/magazine articles –including OneSearch
 Newspaper articles
 Quality Web resources

5. CITATION HELP
Get help with APA style
citations here

6. RESEARCH GUIDES

7. CHOOSE MKT271 FROM THE CLASS LIST

8. MKT 271 RESEARCH GUIDE

9. 5 marketing environments
 Competitive
 Economic
 Political and Legal
 Social/cultural
 Technological
 Complete the worksheet
and cite sources using
correct APA style
SITUATION ANALYSIS

10. IBISWORLD

11. SCC FULL TEXT DATABASES
 LexisNexis
 Business Source Premier
 Business Abstracts with Full Text
 National Newspapers -- (Wall Street Journal, Washington
Post, New York Time, Los Angeles Times, and Christian Science
Monitor and the Arizona Republic)
 Statistical Abstract of the U.S.
 ValueLine – rates and reports on companies in
terms of their investment potential, but can be used
for industry overviews

12. LEXISNEXIS
 Academic Search—search everywhere
 Search by subject or topic: News, Legal and
Company Info
 Sources – use Find or Browse

13. BUSINESS SOURCE PREMIER
 Keyword search
(Basic)
 Subject search
(Advanced)
 Company searches
 Industry searches
 SWOT Analysis
 Country Reports
 Market Research
Reports

14. BUSINESS FULL TEXT
 Advanced Search Features
 Use document type to search for corporate profiles or
product evaluations

15. NATIONAL NEWSPAPERS
 National Newspapers
– includes the Wall
Street Journal and the
New York Times
 Advanced search –
Corporate/Org and
NAICS search options

16. STATISTICAL ABSTRACT OF THE U.S.

17. VALUELINE

18. ARIZONA ECONOMICS
 Arizona Department of Commerce:
 Arizona Prospector
 Arizona Chamber of Commerce:

20. POLITICAL, LEGAL, REGULATORY
ENVIRONMENT
 Thomas – index to U.S. government
publications/records
 Food and Drug Administration

21. SOCIAL/CULTURAL ENVIRONMENT
 Sperling’s Best Places – provides data on
thousands of metro areas, cities, and
neighborhoods.

28. THANK YOU FOR YOUR ATTENTION
Visit or Call us at 480- 423-6650
Chat with a Librarian