Marketing 361:Research Session

Ms.Shana Gass, MSLS, MS

sgass@towson.edu

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 issueExamples:– Investigate radio

for WYPR– National organizations

often list relevant orgs

• Nonprofit sector as an industry

• Look for reports on organizational web sites!

Foundation Center

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 (link from the Marketing Subject Gateway)

Clue: Index. 100 = average

More info

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) Journalsin 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 sgass@towson.edu

Or any reference librarian:

Visit – call – IM – email – TXT*Cook Library Web Site > Ask a Librarian

*New service! Dial 66746 + begin with askcookNormal txt rates apply!