Guides: BA 355: Principles of Marketing (Bauer): Marketing Databases

Corporate Structure of Companies

BA355-01

Amazon (public) smart refrigerator

Burton (private) smart snowboard

Hydro Flask (brand of Helen of Troy public) band buddy (smart device to monitor water intake)

Microsoft (Public) MyAssistant (tool to help people use microsoft software)

Nike (Public) kinetic soles (smart soles)

BA355-02

Chegg (public) laptop rental service (laptops for students with apps/programs included)

Meta (public) dating (dating service from Facebook)

Quest (brand of Simply Good Foods public) plant-based protein bar

Starbucks (public) caffeinated energy bar

Trader Joe's (private) loungewear

Company Financial Data

S and P Net Advantage (Standard & Poor's NetAdvantage) This link opens in a new window
Provides access to research products including Industry Surveys, Stock Reports, Mutual Fund Reports, Bond Reports, Corporation Records, The Register of Corporations, Directors and Executives, and The Outlook, among others. Includes financials as Excel Analytics for both U.S. and global companies.

Example: I need financial data on Amazon.

Type amazon into the search box and select Amazon.com, Inc. (NasdaqGS:AMZN)
On the left-hand side, click the links for the income statement and ratios

This search process will also work for Microsoft, Nike, Starbucks, Meta, Chegg and Simply Good Foods Co (owner of Quest).

Example: I'm looking for financial data on Hydro Flask.

Type Helen of Troy (the owner of Hydro Flask) into the search box and select Helen of Troy Limited (NasdaqGS:HELE).
On the left-hand side, click the links for the income statement and ratios
Click the link for "Segments" on the left-hand side to obtain breakdowns for "Home and Outdoor" that includes Hydro Flask.

PrivCo This link opens in a new window
PrivCo.com is a well-known source for business and financial research on non-publicly traded corporations, including family-owned, private equity-owned, venture-backed and international unlisted companies.

Example: I need sales data for Burton Snowboards.

Register an account with your Pepperdine email address
Search for your company
Click the tab for Financials

This search will also work for Trader Joe's.

Company Profiles, Articles & SWOT Analyses

Business Source Complete This link opens in a new window
Good resource for articles and swot analyses about your company.

Example: I want a swot analysis for Starbucks

Type Nike into the first box
Type swot into the second box
Click search
Go to Publication date on the left-hand side to limit the date from 2021-2022

A swot analysis is also available for Alphabet.

Example: I need an industry report on mobile payments.

Type mobile payments into the first box
Type marketline into the second box and click search
Select the report titled, "MarketLine Industry Profile: Mobile Payments in Global"

Additional reports include:

MarketLine Industry Profile: Mobile Apps in United States
MarketLine Industry Profile: Hybrid & Electric Cars in United States.

EBSCOhost databases This link opens in a new window
EBSCOhost offers a variety of proprietary full-text databases and popular databases from leading information providers. The comprehensive databases range from general reference collections to specially designed, subject-specific databases for public, academic, medical, corporate and school libraries.
Nexis Uni (formerly LexisNexis Academic) This link opens in a new window
Provides full-text coverage of approximately 15,000 national and regional newspapers, broadcast transcripts, magazines, wire services, federal and state court opinions, federal and state statutes, federal regulations and SEC filings. Access to company profiles, market research and trade journals plus Shepard's Citations® service for all federal and states court cases back to 1789. This database is only available to current Pepperdine students, faculty, and staff. For an overview of how to use Nexis Uni, visit this page.

Example: I need a SWOT Analysis for Telsa.

Click the link for "A Publication"
Type delta swot analysis into the "Search for Something Specific Box"
Type globaldata into the FInf Publication box and select GlobalData Company Profiles

A swot analysis will also be available for Spotify and Starbucks

Industry Information

IBIS World This link opens in a new window

IBIS World will assist you with the following aspects of your Marketing Plan:

Situation/Market Analysis
Competitor Analysis
Distribution
Financial Evaluation

IBISWorld is a great resource for industry reports on specific industries such as convenience stores, daycare, or custom screen printing.

Example: I am looking for industry reports for refrigerators

Type smart refrigerators
Select the report titled, "Major Smart Appliance Manufacturing in the US"

Additional reports:

Operating Systems & Productivity Software Publishing in the US
Shoe & Footwear Manufacturing in the US
Computer Rental in the US
Dating Services in the US
Vitamin & Supplement Manufacturing in the US
Athletic & Sporting Goods Manufacturing in the US and Ski & Snowboard Rental in the US (for demand for snowboarding
Women's, Girls' and Infants' Apparel Manufacturing in the US or Men's & Boys' Apparel Manufacturing in the US
Wearable Device Manufacturing in the US

Statista This link opens in a new window
Statista.com consolidates statistical data on over 80,000 topics from more than 22,500 sources and makes it available on four platforms: German, English, French and Spanish. Pepperdine's subscription includes access to the expert tools and the Global Consumer Survey .

You can search for specific companies and brands in Statista for data on your brand or company. For example, searching for milk makeup will retrieve surveys discussing perceptions of the brand

Example: I want data on loungewear

Type loungewear into the search box
Select reports like charts like "Preferred apparel shopping channel of Generation Z women in the United States in 2022, by category"

Example: I want reports athletic shoes

type athletic footwear into the search box
Click the link on the left for Dossiers

Example: I need data on plant based protein bars

Type plant protein bars
Select charts like "Sales value of the plant-based foods market in the United States in 2021, by category"
Also, perform a broader search on plant proteins

Example: I need statistics on reusable bottles.

Type reusable bottles and click search
Select links like "Value of the reusable water bottle market worldwide from 2018 to 2025 (in billion U.S. dollars)*"

Example: I need data on laptop rentals

Type laptop rentals and click search
Select charts like "Product rentals in consideration in the U.S. in 2022"

Example I need reports covering online dating

Type dating into the box and click search
Click the link for Dossiers on the left-hand side
Select reports like "Online Dating the United States or

Example: I need data on snowboards.

Type snowboarding into the box and click search
Select links such as "Number of snowboarding participants in the United States from 2010 to 2021" or "Share of Americans who went skiing & cross-country skiing or snowboarding in 2021, by generation"

Example: I need statistics on energy bars

Type energy bars into the box and click search
Select links like "U.S. population: Which brands of energy / diet snacks and bars do you eat most often?" or "U.S. population: Amount of energy / diet snacks and bars consumed from 2011 to 2020"

Example: I want statistics on

Passport (formerly Global Market Information Database) This link opens in a new window

Passport will assist you with the following aspects of your Marketing Plan:

Situation/Market Analysis
Competitor Analysis (detailed market share)
Foreign Entry Potential
Distribution

Example: I am looking for information on the market for nutrition bars in the US with a list of competitors

Type bars us and select the report "Sweet Biscuits, Snack Bars and Fruit Snacks in the US"
Click "Download" to obtain a PDF copy of the report.
Also consult the report "Sports Nutrition in the US"

Additional Reports:

Refrigeration Appliances in the US
Sportswear in the US (includes athletic footwear)
Wearable Electronics in the US
Energy Drinks in the US
Hosiery in the US or Womenswear in the US or Menswear in the US
Homewares in the US (contains a segment on reusable bottles)

eMarketer (now Insider Intelligence) This link opens in a new window
Includes daily research articles, analyst reports, and a database of e-business and online marketing statistics, aggregated and analyzed from over 4,000 sources. Topics include market research and trend analysis on Internet, e-business, online marketing, media and emerging technologies.

Example: I want information relevant to Spotify

Type spotify and click search
On the left-hand side, go to "Content Type" and click the box for "Reports"
Select reports like "US Podcast Advertising 2022"

Business Plans Handbook series This link opens in a new window
Actual business plans compiled by, and aimed at, entrepreneurs seeking funding for small businesses. Presents sample plans taken from businesses in the manufacturing, retail and service industries which serve as examples of how to approach, structure and compose business plans.

Demographic Information

Mintel Reports This link opens in a new window
Provides detailed market research reports that discuss consumer attitudes, demographics and target markets.

MIntel will assist you with the following aspects of your Marketing Plan:

Consumer Segmentation & Targeting
Competitor Analysis
Distribution
Pricing
*Mintel is a great resource for Psychographics*

Example: I need a report relevant to loungewear

Type loungewear and access the report titled, "Men's & Women's Underwear - US - 2022"

Other reports that can be relevant:

Major Household Appliances - US - 2022
Snack, Nutrition and Performance Bars - US - 2022
Student Lifestyles - US - 2022
Plant-based Proteins - US - 2022
Smartphones & Wearable Technology - US - 2022
Social Lives of Singles: Incl Impact of COVID-19 - US - December 2020
Men's & Women's Footwear: Incl Impact of COVID-19 - US - May 2020 or Sneakers and Streetwear - US - 2022
Smartphones & Wearable Technology - US - 2022
Search with the term Hydro Flask to view sections of reports that mention this brand. Also, try searching reusable bottles.

SRDS Media Solutions This link opens in a new window
The Claritas 360 is useful for identifying the geographic locations of likely consumers.

The "Consumer Concentration" and "market potential" sections will be especially useful.

Prism (Nielsen Group)
Obtain demographic information for specific zip codes.
American Factfinder (Census Bureau)
Search for demographics at the zip code, city, county or state levels.

Simmons Brand Catalyst (replacing GfK MRI University Reporter) This link opens in a new window
For access, click Brand Catalyst at the top of the Simmons interface. Simmons Brand Catalyst is a strategy and predictive segmentation tool built on the Simmons Insights platform. It identifies the unique characteristics that differentiates over 8,000 brands. This resource can help marketers define brand identity, differentiate against competitors, create unique personas, and drive effective media, creative, and partnership strategies. Create segments (using Simmons’ Smart Search technology) and compare and contrast up to three brand users or other personas, and dive deep into what defines and motivates these consumers

Select Catalyst at the top of the screen and select Brand Catalyst

Some of the following demographic categories are available:

Starbucks
Nike shoes
Microsoft Word, Microsoft Excel, etc.
Facebook
Trader Joe's
Vegetarian agree a lot
Snowboards or snowboarding (larger sample size for people who participated in snowboarding in the last 12 months than people who purchased a snowboard)
Refrigerator bought

Investment Reports

Refinitiv Workspace This link opens in a new window
Refinitiv Workspace is a library database that provides financial news, financials, global pricing data and analytics, analyst research reports, and more, including investment reports from prominent banks. These reports provide in-depth analysis and forecasts for publicly-traded companies.

This database is available to Pepperdine students, faculty, and staff only for non-commercial, academic research, and access requires prior registration. For registration instructions, please visit this guide.

Types of information available from Refinitiv:

In-depth research reports from companies like Morningstar, UBS, Morgan Stanley, J.P. Morgan, Trefis, RBC, Barclay's, etc. Avoid the reports from BuySellsSignal Research and Minkabu.
Environmental Social Governance (ESG) indicators
SWOT Analyses
Supply Chain (referred to as a "Value Chain"
Peer Analysis (available for diversity & inclusion, profitability, fundamental ratios, peer comparison (data like P/E ratios, beta)

***There are several in-depth analyst reports on cryptocurrency in Refinitiv***

Refinitiv Workspace Registration This link opens in a new window
Refinitiv Workspace for Students is available to Pepperdine students, faculty, and staff only for non-commercial, academic research .

For registration instructions, please visit this guide.