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. 

Company &Industry: profiles and news

Note:  ARGOS (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 Nexis Uni.  The company profile will provide you with a NAICS code.  
  2. Nexis Uni (replaces LexisNexis)   Scroll to the Business Module in the lower right of the screen.  Click on the Company Dossier; it should open in a new window.  Nexs Uni also contains Hoover's Company Records - In-depth Records
  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.
Statistics
  1. SMA | Sports Market Analytics
    Full text of current market research and industry news covering all facets of the sports industry: sports equipment sales, sports participation, sports broadcasting, sports sponsorship, sports market information, and sports sponsorship. SBRnet also has buyTRACK, by Harris Interactive, a tracking study of sporting goods purchasing habits on the Internet.  
  2. Simmons OneView  Consumer data on product and brand usage
  3. SRDS Media Solutions  Ad placement information for key media types: ad rates, audit statements, media kits.
  4. 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.
  5. 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.
  6. 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.
  7. ProQuest 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.
  8. 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).
News
  1. Nexis Uni (replaces LexisNexis)    Top database for current news.  
  2. US Newsstream  National, regional, news wires, transcripts and the Ithaca Journal
  3. Seeking Alpha
    Corporate Earnings call transcripts. These are the transcripts from quarterly and yearly earnings announcements which are done by corporate officers to various financial analysts.
  4. Yahoo! Finance
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.

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
  • Spotted  Celebrity intelligence and research platform
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 which 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
     
Nexis Uni
  • Nexis Uni (replaces LexisNexis)  Go to the Business Module in the lower left part of the screen
  • Click on the Company Dossier and search by company name or ticker symbol
  • Also try searching 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/Inform:
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.

Contact Us

picture of Cathy Michael
Communications Librarian
(607) 274-1293

Search Argos

Google News Alerts

Go to Google Alerts to monitor the web for topic. Under the "Show Options" drop-down you can decide how often and put in your email address. Consider using Google Search Operators to refine your search.

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.

Nexis Uni: News Segment Search fields

Compiled by LexisNexis:

You can search fields by typing the section and then the search term in parenthesis. ex. city(Philadelphia)
  • Body: The text of the article.
  • Byline: In newspaper articles, this section contains the name of the person identified as the author. When searching journals or other publications, you would use the "author" section.
  • City: Usually, the city in which the piece of news took place.
  • Company: Particularly useful when looking for SEC filings, this is simply the company name.
  • Country: Usually, the country in which the piece of news took place.
  • Date: The publication date. You can use most date formats and also use arithmetical operators such as DATE(>1/1/2008)
  • Geographic: The geographic region of the story.
  • Headline: In newspaper articles, this section contains all headings and subheadings of the article. When searching journals or other publications, you would use the "title" section.
  • Hlead: In newspaper articles, this section contains the headline, highlight, and lead sections. When searching journals or other publications, you would use the "title" section.
  • Industry: This document section will search industry indexing terms.
  • Language: This indicates the language in which the document appears in the database.
  • Lead: In newspaper articles, this section contains the first few sentences or paragraphs of a story's text.
  • Length: A numerical value and arithmetically searchable. This section will show the number of words in an article. For example, if you want to make sure that all of your results are full-length articles, try LENGTH(>500).
  • Organization: This document section searches the organization index terms.
  • Person: This document section searches the names of persons indexed in the document.
  • Product: This document section searches the name of products indexed in the document.
  • Publication: Contains the copyright and publication name.
  • Publication-Type:  News, Transcripts, Wires, etc.  
  • ​Section: This section contains the section and subsection of a document as well as the volume, issue, and page number.

Nexis Uni: Search Commands

Tips from LexisNexis:
  • Universal or Wildcard Characters   use ! to truncate ex. child!,  use * to replace a letter ex. wom*n
  • Using the W/n Connector  Use the W/n connector to find documents with search words that appear within "n" words of each other. The value of "n" can be any number up to 255.
    ex. william w/3 hearst
  • Using the W/p (Within Paragraph) Connector Use the W/p connector to find documents with search words that appear within the same paragraph. You may also use W/p when you want your search words to have a general relationship to each other. ex. rule 11 W/p sanction
  • Using the W/s (Within Sentence) Connector Use the W/s connector to find documents with search words that appear within the same sentence. You may also use W/s when you want a close relationship between words without specifying an exact proximity. ex. sanction W/s frivolous
  • Using the ATLEAST Command   Use ATLEAST to require that a word or words appear ‘at least’ so many times in a document. Use ATLEAST when you want only documents that contain an in-depth discussion on a topic rather than just a mention. ex. atleast10(cercla)
    Note: use this when searching law reviews or broadcast transcripts.

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