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MKTG 483: Advertising & Promotion: An Integrated Marketing Communications Approach  

Last Updated: Apr 3, 2015 URL: Print Guide Email Alerts

Company & Industry Research Print Page

Finding Company Reports in Business Source Complete

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How to find company reports in Business Source Complete. Will open in new window.

Company Research

Company Research Tips:

  • Publicly-traded companies will be easier to research than private companies.
  • You will use a mix of library resources (Mergent, Business Source Complete) and online resources.
  • Some companies are easier to research than others. Companies and brands are merged and absorbed regularly, and this can make finding even recent information difficult.
  • Just because you want a certain piece of information doesn't mean it is available.
  • Sometimes you will have to make an educated guess.
  • Always check the company's website for information, especially the 10Ks and proxy statements.
  • Wall Street Journal has a great page on How to Read a Proxy Statement.


Remember: Don't hesitate to ask for help if you need it!

Industry Research

  • IBISWorld  

    Reports on more than 700 industries cover several basic categories:
      • Key statistics
      • Market segmentation
      • Market characterization
      • Industry conditions
      • Key factors
      • Key competitors
      • Industry performance
      • Outlook
  • Business Source Complete (EBSCO)  

    Reports cover US and international industries. Industry profiles include:
      • Executive summary
      • Market overview
      • Market value
      • Market segmentation
      • Market share
      • Competitive landscape
  • Encyclopedia of Emerging Industries Online  
    Covers smaller, emerging industries that might not be covered in the other sources. Great place to look for niche industry information.

Market Share

  • IBISWorld  
    The Market segmentation section has some market share information
  • Business Source Complete (EBSCO)  
    Industry Reports: Many include information on market share. Some of their industry reports may include more niche industry info than IBISWorld

    Trade Articles: Search for trade articles relating to market share in your industry. So a search for your product and "market share."
  • Market Share Reporter
    An annual compilation of market share reports. Organized by SIC code, you can find market share by brand name, company, product/service, and more.

How to Locate U.S. Industry Reports

Locating industry reports in Business Source Complete and IBISWorld. 

Short videos (3 mins.) will open in a separate window.

Business Source Complete IBISWorld


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