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Marketing 4815 Library Guide: INTRODUCTION


Marketing 4815: Marketing Research is an introduction to the major areas of research marketing. Problem definition, research design, gathering information and analysis to assist marketing management with the decision making process. Both empirical and theoretical concepts. Review of research problems, approaches and trends in industrial retailing, wholesaling, trade associations, advertising, publishing and consulting firms.

Marketing deals with processes that provide products and services to buyers with the goal of satisfying their needs and wants. Buyers can be consumers or businesses. Determining buyers’ needs and wants and developing ways to meet them is the fundamental role of business – both for-profit and not-for-profit. Marketing addresses a number of business issues, including deciding what products to offer, to whom, at what price, and at what location.


In the United States, there are two primary numbering systems used to identify industries. Because several of the databases allow you to search by these codes, locating the relevant code can be very useful when researching an industry.

NAICS LogoNAICS: North American Industrial Classification System
Newer of the two systems and is gradually being established as the standard classification system for industries in the United States, Canada and Mexico. It is revised every five years.


Standard Industrial Classification CoverSIC: Standard Industrial Classification
Older of the two systems. SIC numbers are gradually being phased out, but are still used in databases and some print sources. SIC codes have been traditionally used for U.S. industries.


Visit The YSU Writing Center on the lower level of Maag Library for help with writing papers and citing sources. The resources listed below will also help you with citation format:

   ♦ Citing Business Sources (Maag Library Guide)

   ♦ MLA: Business Citations* (Handout)
   ♦ MLA Handbook for Writers of Research Papers, 8th Edition 
LB2369 .G53 2016 - ON RESERVE (3-hour checkout): Ask at Library Services Desk
   ♦ Publication Manual of the American Psychological Association, 7th Edition
BF76.7 .P83 2020x - ON RESERVE (3-hour checkout): Ask at Library Services Desk

   ♦ American Psychological Association: APA Style
   ♦ Purdue OWL Online Writing Lab: APA Style

   ♦ Modern Language Association: MLA Style
   ♦ Purdue OWL Online Writing Lab: MLA Formatting & Style Guide

*Requires Acrobat Adobe Reader