STCM 28800: Research & Statistics for Strategic Communication

Introduction

Supports a course that prepares students to conduct research used to inform professional decisions in the fields of marketing, corporate, or organizational communications.

My presentation will focus on how to conduct backround research needed to write a secondary data report on a company. 

Best Bets: Databases

Note:  The Dashboard (see right column) searches across all databases. I recommend it as a starting place.  For more search control using field codes and databases thesaurus, search the databases one at a time.

Business
  1. Business Insights: Essentials   Good for searching company and industry information.  Compares to the Company Dossier in LexisNexis.  The company profile will provide you with a NAICS code (watch this video to learn how to find industry codes in LexisNexis).
  2. LexisNexis Academic  Company Dossier (Search by Content Type > Companies > Dossier).  Includes Hoover's Company Records - In-depth Records
    The Hoover's Company Records - In-Depth Records Database contains information for more than 40,000 major public and private companies worldwide.  In-Depth Records include overviews and histories, up to 10 years of key financial and employment data, lists of products and key competitors, names of key officers, addresses, and phone and fax numbers.
  3. Business Source Premier (Original Interface)  (BSP) Top index to business information. Trade and scholary.  EBSCO interface.
  4. ABI/INFORM Collection   Also a good index to business information.  ProQuest interface.
  5. SMA | Sports Market Analytics  
  6. Simmons OneView  Consumer data on product and brand usage
  7. SRDS Media Solutions  Ad placement information for key media types: ad rates, audit statements, media kits.
  8. Statista
    A statistics portal that provides data on over 80,000 topics from more than 10,000 different sources.  The content is purely aggregated statistics, geared towards business and marketing statistical needs, with a focus on current awareness.  Easy-to-use infographics and tables are available for download as images to insert into presentations.
Communications
  1. Communication Source   Top index to the field of communications. Trade and scholarly.  EBSCO interface.
  2. Communication Studies: a SAGE Full-Text Collection  Twelve fulltext journals in the field of communications by the publisher SAGE
News
  1. LexisNexis Academic    Top database for current news.  
General
Any of the databases below are good to search on any topic.
  1. Academic Search Premier   Multidisciplinary database on an EBSCO interface.
  2. ProQuest Research Library  Multidisciplinary database on a ProQuest interface.
  3. Academic OneFile  Multidisciplinary database on a GALE interface.
  4. Ebook Central (formerly ebrary)   Multidisciplinary database of full-text ebooks.
  5. Google Scholar

Local Companies and Nonprofits

Celebrity Reputation

Journals:  search the following journals for: celebrity
Political Factchecking and Finance:
Polls: especially useful for political candidates, political consultants
  • Polling the Nations
    A compilation of public opinion surveys, containing the full text of questions and responses from 14,000 surveys from 1986 to the present in the United States and more than 80 other countries. Each record includes the polling organization responsible for the poll, the sample size and the date the poll was released.
  • Gallup.com
    Presents daily briefings on a single current topic, as well as recent Gallup Poll findings for public opinion on politics, government, eocnomics, and management.
  • Harris Interactive
  • Roper Center
Market data:  not available via the library but used in the industry
  • Q Scores
    This company measures the consumer appeal of personalities, products, characters, licensed properties, programs and brands.   The Q Score is a "measure of likeability" that predicts consumer involvement. Data is sold to advertisement and PR firms amongst others.
  • E-Score Celebrity  Data compiled and sold by E-Poll Market research
Web tools: some websites rank trends
Measurement: scholarly:  sample articles

Sample Search: Public company

My Brand:  Oreo
My Company: Nabisco    Parent:  Mondelez

Business Insights Essentials:
Provides: financial, legal, sales and marketing, and rankings.  Lists: key sales, related companies, and key industries.   
Tells whether it is public or private.  If it is public it displays the ticker symbol.  Links out to the company's homepage.
When linking out to the website, it indicates in the page footer the the parent company is Mondelez International (MDLZ)
Visit the publicly traded company's Investor Relations site; SEC filings
  • Mondelez International:  Investor Relations  (the events & webcasts + SEC filings will provide information)
  • Seeking Alpha
    Corporate Earnings call transcripts. These are the transcripts from quarterly and yearly earnings announcements are done by corporate officers to various financial analysts.  This free website collates some events events by public companies; transcripts are available.
  • SEC Info
    Securities Information from the SEC EDGAR database. Search by Name, Industry, Business, SIC Code, Area Code,Topic, CIK, Accession Number, File Number, Date, ZIP. You may have to join but membership is free.  
  • Yahoo! Finance   Stock information
     
LexisNexis Academic
  • Search by Subject or Topic  > Dossier        Search for: Mondelez
  • Search by Subject or Topic   > All News >  Advanced Options
    Date: previous year.  Search for atleast5(Oreo)  
    1. Click: Look up index term: 2. Change Index:  Industry  ; 3. Look up locations: find ; 4. type: Cookie then Find ; 5. check Cookie & Cracker Mfg; 6. OK, add to search
    Source Type: check all news files
  •  Includes Hoover's Company Records - In-depth Records
    The Hoover's Company Records - In-Depth Records Database contains information for more than 40,000 major public and private companies worldwide.  In-Depth Records include overviews and histories, up to 10 years of key financial and employment data, lists of products and key competitors, names of key officers, addresses, and phone and fax numbers.
Business Source Premier: 
Provides scholary research, trade articles, and some reports: ABI/Infom:
Provides scholarly research, trade articles, and some reports: Industry Reference (print reports in the Reference area of the library)
  • Standard & Poor's Industry Surveys REF HC106.6 S74
    Coverage of major industries in the U.S.,quarterly. Statistics, suggested sources, overviews including trends, major players, regulatory issues, etc. Supplemented by Monthly Investment Review. Latest two years in REFERENCE. Older editions in stacks.
  • Encyclopedia of Business Information Sources
    REF DESK HF5353 .E52
    Lists a wide variety of sources with descriptions to help research a wide variety of business topics especially industries. Lists associations, databases, research centers, statistical sources, etc.

Data, Statistics, Polls & Facts: Starting Pla

General 
  • Statistical Abstract of the United States
    HA202 .U5
    The authoritative and comprehensive summary of statistics on the social, political, and economic organization of the United States. The final edition from the US Census is the 2012 edition.  The current editions by ProQuest are in  Reference behind the Research Help Desk.
  • Facts on File World News Digest
    Facts on File World News Digest provides Information on issues, events, and people from 1940 to the present. Features include country profiles, primary documents, key issues, newsmaker profiles, and newspaper editorials. The database incorporates World Almanac and Book of Facts.
  • First Draft News
    Nonprofit resource for verifying news sources from social media by journalism experts and a coalition of news organizations.  Includes case studies.
Polls
  • Polling the Nations
    A compilation of public opinion surveys, containing the full text of questions and responses from 14,000 surveys from 1986 to the present in the United States and more than 80 other countries. Each record includes the polling organization responsible for the poll, the sample size and the date the poll was released.
Statistics
  • Statista
    A statistics portal that provides data on over 80,000 topics from more than 10,000 different sources.  The content is purely aggregated statistics, geared towards business and marketing statistical needs, with a focus on current awareness.  Easy-to-use infographics and tables are available for download as images to insert into presentations.
  • World Almanac and Book of Facts
    REF AY67.N5 W7
    The library retains the current 3 editions.  The current edition is behind the Reference Desk.  It is also available in Facts on File World News Digest (latest edition).
  • Data.gov
    The purpose of Data.gov is "to increase public access to high value, machine readable datasets generated by the Executive Branch of the Federal Government."  The site includes searchable data catalogs providing access to data in three ways: through the "raw" data catalog, the tool catalog, and the geodata catalog.
  • Data USA
    The most comprehensive visualization of U.S. public data. Data USA provides an open, easy-to-use platform that turns data into knowledge.  The software code is open source - users can build custom applications by adding other data.

Contact Us

picture of Cathy Michael

Cathy Michael

Communications Librarian
(607) 274-1293

Search Argos

LexisNexis: Business information

LexisNexis maintains a Knowledge Center expalining how to search for business information.

To search for news on your company or industry, they recommend, "...use the Advanced Options section of the main search form. There, use the "Add Index Terms" feature to access the SmartIndexing terms for industries and specific companies. Using index terms is far more accurate than doing a free text search on the company name. In the People index, you will find terms for many high-profile corporate executives, allowing you to search for stories on them as well."

Google News Alerts

Run a search in Google News.  Consider using Google Search Operators to refine your search.  After searching, scroll down. On the bottom right of the screen click on Create Alert.    Under "show options" you can set some limiters.

 

Related Guides

​Also use this guide for your secondary data / background research report: ​Additional guides include:

Newspaper Sources

If you are researching a local company or organization you may need to search state and local news: Looking for a particular newspaper, magazine or broadcaster? Search this form by title.

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