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Welcome & Company Research

Welcome to BA630 Library Resources

Welcome to the library.

This is a brief guide to resources of interest for your class.  Watch the intro. videos for a review of what is available through the library in premium subscription sources. 

Industry and Company Research Videos

Welcome to CSUSM library, business research.  
This page offers videos and guides to only a few of the  most popular library databases for business research. 
 Premium Business databases to see all business research databaes for CSUSM

Orientation to library research for business:
 Students new to campus and business research.  BUS  302 and BUS 495 you are responsible for viewing videos prior to library sessions.  1. Introduction to Business Research at CSUSM library    

This short video is an introduction to using the CSUSM library for business research.  If you are new to the campus you will want to view this.
2. Industry Research  at CSUSM
This 5 min video is what you need to get started on industry research for many of your courses.  If you are new to the campus this is required viewing and will show you how to use these premium subscription industry reports.

3. IBISWorld Getting Started Videos  
4. IBISWorld Industry Reports Video Tutorial
Excellent overview what the Industry Reports contain and how to extract pertinent information for your research reports

Business Directories for companies, private, public, non profit, education, govenment etc.  
5. ReferenceUSA Learning Center  videos and guides
6. Step By Step Guide to RefUSA Company & Competitor search.  Self paced guide to create a competitor analysis using the industry and geographic locations of your choice.  (BUS 302 and BUS 495)

Passport by Euromonitor  (GBM and Marketing) 
To get started see the video upper right and look at the guide.  Recommend you register, since there is a bit of a learning curve its well worth it.
Global comsumer market, industry and countries.   Passport search guide  


Public Company

Public Company Profiles, Annual Reports and Analysis

Business Source Premier  (CSUSM Premium) Search the Company Profiles.  Marketline reports include SWOTS!


Factiva  (CSUSM Premium) Good for public corporations.

Search Companies/Markets Tab along the top. 

Contains:  Company snapshot, News, Web News, Multimedia, Key Developments, Peer Comparison, Financial Results--to see financial results by segment and reports. Look at the Performance/Segment Information section.


Mergent Online (CSUSM Premium) Good for public corporations in depth financials.   Also has limited private co. info.
Detailed company profiles, history and in depth financial analysis, including SEC filings  
Commerical investing and new source, publicly available.  Freely available insight snippets


Hoovers Company Profiles (via ProQuest) (CSUSM Premium) 
Company snapshot, employee size, sales, basic financials, stock, NAIC and SEC filings including news (newspapers, legal,and patent)

S&P Capital IQ NetAdvantage (San Diego City Public Library)
Industry and Company analysis

ReferenceUSA  (CSUSM Premium)  Excellent for private companies also public company hierarchies.  Includes local branches of foreign companies operating in the United States. Also good for quick summary statistics by industry especially local competitors.

REFUSA:  Step By Step Guide to RefUSA Company & Competitor search


Market and Consumer analysis of Companies

Passport Euromonitor  (CSUSM Premium) Company profiles and market and brand share around the world

Financial Information & Annual Reports

How to read an annual report  (Short outline from IBM) (available on the free web)
Annual reports for U.S. public companies. EDGAR search (available on the free web)
Access to corporate electronic filings submitted by U.S. public companies directly to the U.S. Securities Exchange Commission.


Competition and Industry

Company analyst reports include strengths, weaknesses of the company and opportunities and threats. 

IBISWorld Industry Research  (CSUSM Premium)

Industry Research in over 700 reports by NAIC. In-depth Industry analysis, external, internal and economic, supply chain management. Contains some international reports for UK, Australia, China, and Global.

First Research (Mergent Intellect) (CSUSM Premium)
Industry research with limited competitor.  Excellent Interview prep questions. 

ReferenceUSA (US Only)

See the section for competitors.  This represents a geographic look at businesses close to your location by NAIC code. 






    Industry Research

    Industry Profiles (Industry overview reports)

    Industry Overview Reports

    Industry Reports  prepared by expert analysts in this premium content.  Offer a broad description and outlook at the macro environment of an industry, key trends, broad customer profiles and market or investment analysis of the industry.  Many databases offer the ability to search by NAICS code. 

    IBISWorld   Good place to start:  

    Industry Research in over 700 reports by NAIC for the US. industry analysis, external, internal and economic, supply chain.  

    First Research  (Mergent Intellect):  

    Industry Research and Interview starter questions for exec levels.  Social Media feed updates on business and industry.

    Technavio Industry Forecasts Search library home page (Oneas keyword and industry name.  Over 5000 industry 5 year forecasts and news reports. 

    Local Industry Analysis 

    San Diego Economic Development Industry Reports

    S&P Capital IQ  Industry Surveys HG4915 .S652  3rd Floor Reference [Print]

    Excellent for in depth analysis industries representing large US corporations. Segments on Industry Trends, How an Industry Operates, How to Analyse a Company.  Its in print but it is the single best industry introduction source in this library.  Excellent source for more sources of information such as trade magazines, professional associations and regulators.

    NetAdvantage San Diego City Public Library   Electronic version of Industry Surveys 

    Business Source Premier (EbscoHost database) 

    Marketline reports with global coverage. Each report contains statistics on industry market value, forecast, and market segmentation, competition and leading companies.  Look for Porter's Five Forces analysis.  Each report is 24 pages long, caution to look at dates may be older.

    Market Research Reports

    Passport Euromonitor Global Industry Reports  Detailed reporting.  
    Euromonitor Industry reports, in depth analysis on trends in consumer products and services industries, include market analyst reports and statistical data.  Country and consumer reseacher as well as economic, business and transport.

    Financial Industry Analysis For those looking for more financial analysis. 

    Bizminer   Detailed industry financial and industry market analysis.   9000 industries by sales.  Find reports at the national, state, county, metro and zip code.

    Industry Snapshots by NAIC from the census
    Statistical profiles of US Industries by NAIC. 

    Mergent Online  Go to  the Report Search Tab to get to the industry reports. 
    Use for major industries only,  global coverage. Especially useful for industries represented by publicly traded companies. Search by company or broad industry name.

    Statistical Abstract of the United States (Proquest)
    Excellent compilation of essential statistics to support other reports.  Source is often government and other agencies. 

    Books on Industry in the library.

    Hundreds of different industries are represented in the library catalog.
    You will find whole books on the food industry, or service industries, craft beer, restaurants, etc.

    Manufacturing Industries
    Retail trade
    Service Industries
    Industry Profile United States (e-reports)



    Marketing Environment

    Marketing Environment

    Want the latest Census data on Industries?
     NAICS, North American Classification System 2012 NAICS classifications

    Marketing Environment

    Market Trends and Growth.  Here you need to know a bit about your industry, where its headed and what environmental factors may affect it.  Analysts reports on industry include current and forecasting analysis.  The library has a number of these IBISWorld is one example.

    IBISWorld Industry Surveys  (US only)

    Additional Industry Information can be located on the Industry Research Guide

    These sources address the issues that will affect demand.  Broad trends and developments in an organization's environment: Social, demographic, econonic, technological and political/legal.

    Bizminer   Industry Financial and Industry Market Analysis.   9000 industries by sales lass.  Find reports for National, state, county, metro and zip code.

    Industry Market Reports
    BIzMarketts2Go Radius Profiles
    Competitive Market Analyzer
    Sales per Square Foot Report

    Euromonitor Passport  (Global coverage)  Specialized market research reports, world-wide.

    Statistics, analysis and survey results by detailed industy segment, Economies, Consumers,s Companies
    Daily special reports on home page 

    Market Size, Company shares, Brand shares, distribution, pricing and market reports.

    Dashboard!   Passport's market trends interactive survey tool

    try this example:

    Industry --  Consumer Electronics -- computers and periferals
    Countries & Consumers --  Consumer trends and lifestyles, income and expenditures, population and homes.






    Marketing: Segmentation and Targeting

    Segmenting and Targeting using GIS

    Marketing Plan:  Segmentation, Targeting

    Segmentation and Targeting.   You can use the market attributes you started with to go into more depth into your target market.   There are sophisiticated market research analysis tools that use extensive demographic and lifestyle survey data and combine that with maps to visually show relationships that help marketers.

    ESRI GIS Community Analyst

    To obtain access to ESRI's GIS product please contact the Business Librarian Ann Fiegen,

    GIS for Marketing

    ESRI (GIS) Community Analyst

    ESRI Community Analyst and ArcGIS

    Access to ESRI data and mapping service is available via password request.  Contact your instructor or the GIS lab.
    For library research associated with a business assignment contact Ann Fiegen for a password.

    ArcGIS Online (Companion site)

    Community Analyst Online  use this link to access CAO

    HELP INTRODUCTION to using Community Analyst Online

    ESRI Demographics   See data source, available geographies and years and methodologies.  US and Other countries.
    Sectors for the US include: ESRI updated demographics, Census and ACS, Tapestry Segmentation, Consumer Spending, Market Potential, Retail MarketPlace, Business Data, Major Shopping Center, Traffic Counts.  

    Available geographics:  Census designations, and DMA (Designated Market Areas)  based on Nielsen Media Research.

    Consumer Spending:     20 categories with data derived from Bureau of Labor Consumer Expenditure Surveys
    Market Potential:    35 categories of products and services derived from GfK MRI
    Retail MarketPlace:     Retail sales by industry (NAIC) and measures supply and demand. 
    Business Location Data:     By SIC/NAIC industry; annual sales, employees and other. Compiled from InfoGroup.  Use for site or competitor analysis, day or evening hiring by industry, match to busines inventory statistics.
    Major Shopping:     Location and data on major shopping center.
    Traffic Counts:    Daily volume and changes. 

    About GIS @ CSUSM

    Want to know more:

    ESRI White Papers HELP PAGES
    Using data from the American Community Survey  (how to work with margins of error and more)

    Importing your own data into Business Analyst

    Explore ESRI GIS Retail for marketing, merchandizing and real estate and supply chain

    ESRI Demographics Global Coverage Story Map directing user to data and maps

    ESRI Insights    ESRI Insights Tutorial

    GIS in Business videos from the ESRI 2016 Business summit in San Diego




    Business News

    Business News

    • Change sort order to Newest Date first
    • Narrow by Subject (more options

    Business Source Premier 
    Good for trade news and the only place to find Harvard Business Review.

    Factiva:   Excellent for international and major business news.  (WSJ, NYT, Washington Post, San Diego Union Tribune)

    Factiva Tips!  

    • Change Date from 3 months to 2 years
    • Choose the NEWS PAGES on the black bar to get the latest 2 weeks WSJ, NYT, LATimes, Washington Post and others

    Business News Publications

    San Diego Union Tribune    Paper copy on 4th floor library.
    San Diego Business Journal   Paper copy on 4th floor library

    Bloomberg BusinessWeek   Full text through Business Sources Premier

    Bloomberg Tip!  Search within this publication    top right

    Harvard Business Review  Full text of harvard business review.

    HBR Tips!

    • Some full text not available electronically.  See papre edition  HF5001.H3 (4th floor periodicals)
    • Case studies are not available in this subscription

    The Economist  (online) Full text link.  [via ABI Inform]







    Trademark and Branding

    Trademark and Branding

    Trademark search  -- To determine your proposed mark has not been used before,done prior to filing and registering a trademark or service mark.
    Preliminary searches can be done individually but a trademark attorney is strongly recommended.

    Pending and registered trademark searches in federal, state and unregistered databases are all needed.   This guide is limited to free sources for federal trademark searches.

    Choosing a trademark:  Not likely to confuse the customer, another product or service does not complete with yours, not marketed through the same means.  Domain names can not interfere with a trademark

    USPTO United States Patent and Trademark Office

    Follow links to: Trademark Electronic Search System  (TESS)

    1. What TESS includes:    Federal registered and pending trademarks, service marks.

    How to search TESS for preliminary search

     1. Browse Dictionary
    2. Direct Hit
    3. Structured Search

    Supplier of products
    Excellent for suppliers and manufactures and B2B.    Catalog of products and services and trade and corporate names.

    Other searches

    Domain names

    Google search for images, descriptions, and domain names   Free to use with referrals to legal searches   To find if a company name has been used.

    To read more: Elias, S., & Stim, Richard. (2010). Trademark : Legal care for your business & product name (9th ed.). Berkeley, Calif.: Nolo.

    Nolo Legal Topics

    Georgia Tech LibGuide Patent and Trademarks


    Site Selection

    In this session you will use the information you have already gathered to search for competitors and for optimal site selection based on demographic research.

    ESRI Community Analyst Online can match consumer characteristics to existing business locations.



    Using the Census

    Using the Census

    Using the Census** for Business

    Business & Industry - Census Bureau Economic Statistics (Main page)

    • Here you will find links to:
      Manufacturers' shipments, US International Trade Stats, Annual Survey of Manufactures, County Business Patterns, Statistics of US Businesses, Economic Census, Survey of Business Owners
    • Industry Statistics Portal (Business Data from the US Census)

    American Community Survey (Main Page)

    American Factfinder
    Enter a state, county, city, town, or zip code:
    (Find popular facts (population, income, etc.) and frequently requested data about your community

    United States Census 2010 - Homepage
    View 2010 Census statistics for local areas down to the block level. Statistics include population counts, age, sex, race, ethnicity and household information.

    SANDAG (link is external)[San Diego Association of Governments]  County planning and transportation for San Diego County
    In San Diego the local arm of the Census is SanDAG the San Diego Association of Governments which takes census data and inteprets and augments the data for local economic and land use and transportation planning

    Bureau of Labor Statistics [BLS] The BLS is an independent national agency that collects and analyzes labor economic statistics. The data is supplied by the Current Population Survey and Current Employment Statistics, which result form collaboration between BLS and the Census Bureau.

    Occupational Outlook Handbook from the BLS The OOH can help you find career information on duties, education and training, pay, and outlook for hundreds of occupations.

    **Essential Census definitions:

    Census:    Dicennial count on April 1 of the whole US population at that time.
    American Community Survey ACS:   rolling monthy survey of a sample of 250,000 US households.   Reported as 1 year, 3 year and 5 year estimates.Z
    Population Estimates Program PEP:  Cohort component method that accounts for changes in birth, death and migrations.

    Confidence Interval   90%
    Census Tract:  About 4,000 individuals
    Census Block:   Subdivision of a tract
    PUMA   Public Use Microdata Areas contain  PUMS Public Use Microdate Samples.  Aggregated census tracts, good alternative to counties

    Group quarters (GQ) facilities.  Facilities where people live together that is managed by an organization.  May include custodial or medical care facilities.

    Multiyear estimates and geography

    1 year      > 65,000
    3 year      > 20,000
    5 year      > 4,000 (track level)

    County level data not all in 1 year estimates.
    PUMA have 1 and 3 year estimates.  Good alternative to Counties esp for urban areas where they represent subdivisions of counties.


    Working with Margins of Error and some helpful web tools:
    Consider the size of errors and adjust by size or time.

    Cornell Program on Applied Demography. ACS Calculator for Margin of error
    Missouri Census Data Center.   QUICK LINKS TO ACS Profile Report Calculator
    American Community Survey Trends Reports are also accessible via the Missouri Census Data Center.


    Tips for using the Census for business and economics demographics and population characteristics.

    American Community Survey Guidance for Data Users.

    Does the ACS have your subject or topic?

    What data tool should I use?   Market analyst, business owner, non-profit administrator, regional planner, app developer, and others

    Geography essentials and the ACS.   Whats a block (the smallest geographic unit), Tract (the next largest), whats available at County versus State level.

    Use the Census for exact ten year  count

    When to use 1-year, 3-year, 5-year estimates  There are differences in detail of data.

    Read Comparing ACS data.  Use comparisons with caution, use the Table Comparison Lookup Tool


    What the Business Community Needs to Know

    Need info on using stats and sampling errors:   Handbook for Data Users. Look at  General Data Users Need

    Need specialized data by government agency?

    Current Population Survey (CPS) Dept of Labor Statistics tracks labor force characteristics





    Guide to Using APA Business Citations

    APA Citation Style Guide
    Has links to guides and citation generators.

    Sources, Citations and Style. Watch this APA Citation Style Video (OWL Purdue. 2015) BUS 495 


    Common Business Citation Styles in APA Format


    How to Cite in Text:
    Cite as (last name or company name, year, page number). Example: (Longboard Grotto, 2009, p.23)

    She stated, "Students often had difficulty using APA style" (Jones, 1998, p. 199), but she did not offer an explanation as to why.
    According to Jones (1998), "Students often had difficulty using APA style, especially when it was their first time" (p. 199).

    Consult the Publications Manual of the American Psychological Association (APA) for detailed explanations and additional examples. Copies are available at the Cal State San Marcos Research Help Desk (BF76.7.P83 2009) or on Reserve.


    Recommended Citation Generators:

    A note of caution about Citation Generators.... NOT ALL ARE ACCURATE! Like everything, you need to know the basics and use them with caution and expect to make corrections. EbscoHost databases and Proquest have built in citation generators for each article. Use Cite This, or email citation. Known bug: Proquest authors and dates may need reformatting.

    KnightCite       Hekman Library Calvin College
    DocsCite          Arizona State University to help cite government documents
    Owl at Purdue APA Style.     Highly recommended. Also note the sample manuscript with notations for APA instructions on formatting.


    DOI Digital Object Identifiers
    Cite the article as you would any print article and add the electronic access information at the end.
    DOI: To access electronic articles preference is given to supplying an Digital Object Identifier, a unique number for an article. Inclusion of the DOI, if available, facilitates retrieval

    Example: doi:10.1108/03090560710821161
    * If no DOI end with the home page, do not paste the whole URL of the database name.


    Articles, News or Trade:

    News article with DOI: 
    Brownlie, D. (2007). Toward effective poster presentations: An annotated bibliography. European Journal of Marketing, 41, 1245-1283. doi:10.1108/03090560710821161

    News article, no DOI, in Factiva 
    Kenneth, I. A. (2000). A Buddhist response to the nature of human rights. Retrieved from Factiva.

    CQ FD Disclosure (2017). Event Brief of Q3 2017 McCormick & Company Inc Earnings Call - Final. Retrieved from Factiva. 


    Newspaper: San Diego Union Tribune

    Econometer: $15 an hour for fast food jobs? Should the minimum wage be nearly doubled to $15 per hour for fast-food workers? (2013, September 8). U-T San Diego (CA) (First Edition ed.), C-2. Retrieved September 13, 2013, from NewsBank on-line database (Access World News)

    Articles, Scholarly:

    Klimoski, R., & Palmer, S. (1993). The ADA and the hiring process in organizations. Consulting Psychology Journal: Practice and Research, 45(2), 10-36. doi: 10.1037/1061-4087.45.2.1)



    Chapter in a book
    O'Neil, J. M., & Egan, J. (1992). Men's and women's gender role journeys: A metaphor for healing, transition, and transformation. In B. R. Wainrib (Ed.), Gender issues across the life cycle (pp. 107-123). New York, NY: Springer.

    Whole book: 
    McDonald, M. & Keegan, W. J. (1997). Marketing plans that work. Boston: Butterworth-Heinemann.

    E-book, no DOI: 
    Stark, J. (2010). Building iPhone apps with html, css, and javascript [1st ed]. Retrieved from


    Chapter or Section of a web document:
    Cite the most specific webpage that you reference in your paper and include a link to the specific page.

    Author, A. A., & Author, B. B. (Date of publication). Title of article. In Title of book or larger web document (chapter or section number).

    Spain: Culture (2010). In GlobalEdge. Retrieved January 18, 2010 from


    Company Information TEMPLATE 

    Author (date of publication). Title of article. Title of Journal, volume number, page number. Retrieved from http://nnnnnnn.htm 
    Title of company (date). Publisher, database source. Retrieved from source name.


    Examples: Entries in library databases:
    Hoover’s Inc. (2010, February 16). Harley Davidson, Incorporated: In-depth record. Retrieved from ABI Inform.

    Company website: 
    Qualcomm (2010). FY 2009 4th Quarter Earnings Release. Retrieved from the Qualcomm, Inc. website


    Industry Reports

    Cohen, A. (2017). Department Stores in the U.S Report 45211. IBISWorld Industry. Retrieved from IBISWorld database

    First Research (2017). Clothing Storess.  Retreived from Mergent First Research. 

    Industry Statistics:
    U.S. Census Bureau. (2010). Musical instrument and supplies stores NAICS: 45114. Washington DC: Author.
    Retrieved August 22, 2016 from the World Wide Web:


    Data Set (user created): For customized datasets derived from an electronic database.
    REFERENCEUSA or data generated from an analytics site or GIS

    InfoGroup. (2010). Corporate Lodging San Diego Metro Area. Available from ReferenceUSA database.

    ESRI. San Diego County Market Potential. 2016. August 25, 2017. 

    Encyclopedia, Reference Source or Chapter in a book
    See Reference list: other print sources. In Purdue Owl.

    Encyclopedia, No author: 
    Physical Fitness Products. (2007). In Encyclopedia of American industries. (pp. 671-675). Millerton, NY: Grey House Publications.

    Reference work, Author:
    Basham, M. (2009). Restaurants. In Standard & Poor's industry surveys. (Vol. 1). New York: Standard &Poor's.

    Reference work: Multiple Authors: (authors in order as they appear)
    Edell, J. A., & Burke, M. C. (1998). Feelings towards ads. In Bearden, W. O. & Netemeyer, R. G. In Handbook of marketing scales (2nd ed., pp. 283-285). Thousand Oaks: Sage.


    Legal Citation Formats

    See Westlaw or use the Uniform System of Case Citation (Blue Book).

    To get the data for this YouTube clip you will need to extract speaker or author name, introductory slide, and other info.

    CSUSM (2015). Forward Together: The Campaign for California State University San Marcos.

    Personal Communication  (interview, email, phone call)
    APA rules states that you cite your interviews or emails in the text only since they are not retrievable. Include person's name, type of communication, date.    Check with your professor who may also require you to list them in the Works Cited list.

    In Text Example:
    ...  (J. Welch, personal communication, January 21, 2010)
    .... Patricia Burns, e-mail message to author, December 15, 2008.

    REV 10/13 by Carly Den Hartog CSUSM CoBA
    10/17 afiegen



    Need Help?

    Ann Fiegen

    Librarian for Business & Economics
    Office Location: 
    Office Hours: 
    Mon & Weds 3--5 or so, Tues & Thurs 10-12 or so; Appointments Preferred

    Featured titles:   The Wall Street Journal: Guide to Information Graphics
    San Diego Regional Economic Development Council.  San Marcos Profile 2017
    Supports the following areas: 
    Business, Economics, Management, Marketing, Operations Management, Global Business Management, Finance, Accounting

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