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Competitive Effectiveness Vanguard

eMarketer Trial

We have a trial to eMarketer a leading source for data and analysis on digital marketing.  To take advantage of the trial contact Linda Hauck.

Market Research Reports

Search for lifestyle reports based on age cohort, income group and by technology.

Mintel Oxygen


Gartner Group Intraweb

Advertising & Consumer Profiles

MRI + University Internet Reporter and Simmons conduct national consumer surveys to learn about buying habits, consumer attitudes and media use. Use Internet Explorer, not Firefox, with these resources.

MRI+ University Internet Reporter See a tutorial on interpreting results and conducting searches.

SRDS Select Local Market Audience Analyst

Demographic Resources

American Factfinder  The Census Bureau remains a great source for data on income.

SRDS The Local Market Analyst module is worth exploring for consumer demographics

Statistical Datasets Lexis-Nexis The EASI module can be used to geographically map income levels and identify consumer segments on a granular level.


Search our catalog for "online social networks" "internet marketing"  "internet advertising" "facebook" "Youtube" and "social media." These are some on point titles:

MySpace Marketing (2009)

Mobil Advertising (2008)

Magic Numbers for Consumer Marketing: Key Measures to Evaluate Marketing Success

Word of Mouth Marketing (1991)

Online Consumer Psychology (2005)


Browse these on target publications

Journal of Financial Services Marketing

Journal of Interactive Marketing

Search these databases for articles about social media risks, measurement and competitors practices.

ABI Inform

Business Full Text

Business Source Premier

Mutual Fund Industry

Morningstar Reseach and rating service for mutual funds and ETFs.

Mutual Fund Classes Guide by the SEC on types of funds and the regulatory environment

Investment Company Institute Trade association for investment companies and mutual funds.

lhauck Linda Hauck
Business Librarian
Falvey Library, Villanova University
800 Lancaster Avenue
Villanova , PA , 19085
Room 222

Citing Business Sources Using APA

Due Diligence

Not all information sources are created equal.  You will be expected to do due diligence on the sources you rely on.  This means you should investigate and analyse the research you use.

  • Research the authors credentials and expertise in area by searching for degrees, certifications and other publications.
  • Research the reputation of the issueing agency or author by searching for news organizations that cite or rely on the source.
  • Analyse the document internally.  Are data sources documented?  Are methods for gathering data and analysing it described?
  • Ascertain the financial health and longevity of the organization by checking business directories.
  • Find another source that restates or supports data provided.  Can your source be corroborated?




Last Modified: 2017-06-09 15:39:55