BA 470: Marketing Research (Conlin)

Linkedin (owned by Microsoft)

Instagram (owned by Meta Platforms)

WhatsApp (owned by Meta Platforms)

Facebook (Public)

Snapchat (Snap Inc- Public)

Pinterest (Public)

Tencent (Public)

X (Twitter) (Private- previously public)

TikTok (owned by Bytedance, a private company)

Yelp (Public)

Youtube (subsidiary of Alphabet (Google))

Bluesky PBLLC (private)

Example: I need an industry on social media.

• Type social networking into the search box and select "Social Networking Sites in the US"
• Download the PDF of the report

Example: I need a comprehensive statistical report on Instagram.

• Type instagram into the box and click search
• Select the report "Instagram - statistics & facts"

Example: I need a report on the demographics of Tiktok's users.

• Search Tiktok Users
• Go to Content type; limit to Consumer insights
• Select the report Social media: TikTok users in the United States

Example: I need a comprehensive report the social media industry from a marketing perspective.

• Type social media marketing United States into the box and click search
• Select the report "Social media marketing in the United States"

Example: I need information about the revenue for LinkedIn.

• Type linkedin revenue into the search box
• Select the report "LinkedIn marketing worldwide"

Example: I need data on Cost per Thousand Impressions (CPM) for Facebook.

• Type facebook cpm into the search box
• Select "Cost-per-mille (CPM) of Facebook ads in selected countries worldwide as of February 2025"

Example: I need data on the buzz of social media brands.

• Select Insights at the top of the screen and select Consumer Insights
• Enter the Consumer Insights tool
• Go to Surveys in the upper right hand corner and select Brand KPIs with the pulldown menu
• Select Social Media

Example: I need a sales estimate for TikTok.

• Register an account with your Pepperdine email address
• Search for TikTok
• Click the tab for financials

You will have to create an account with Mintel after logging in through the Library database. Click on the person icon and select My Portal to create an account/login.

Example: I'm looking for a report on social media.

• Type social media into the search box
• Select the report titled "Social Media Trends: Generations – US – 2025"
• The databook section will have demographic breakdowns for survey questions

Example: I want a report on marketing to Generation Z. 

• Type generation Z into the search box and select the report titled "Marketing to Gen Z – US – 2025"

Example: I'm looking for articles on Tiktok's business model.

• Type tiktok into the first box 
• Type business models into the second
• Click search

Example: I need recent articles about social media and privacy.

• Type social media into the first box
• Type privacy into the second box and click search
• Go to Publication Date on the left-hand side and limit the date to 2023-2025

Example: I need articles about social media and antitrust

• Type social media into the first box
• Type antitrust into the second box and click search
• Go to Publication Date on the left-hand side and limit the date to 2023-2025

Example: I need articles about censorship and social media.

• Type social media into the first box
• Type censorship into the second box and click search
• If you need to limit your search to newer articles, scroll down to Publication Date and select the date you need

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.
  • Morningstar Reports are especially useful for information about the business model and how the company makes money.
• 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)

Example: I'm looking for scholarly articles on emotional intelligence in the workplace.

• Type emotional intelligence into the first box and select TI Title with the pulldown menu
• Type effectiveness or performance into the second box
• Type goleman into the third box and select TX All Text with the pulldown menu
• Click Search
• Limit Publication Date to last 10 years

Example: I want articles that have a stronger emphasis on Goleman's theories.

• Type emotional intelligence into the first box and select TI Title
• Type goleman into the second box and click search
• Limit Publication Date to last 10 years

Example: I'm looking for scholarly articles on emotional intelligence and the dimension of self-awareness.

• Type emotional intelligence into the first box and TI Title
• Type self-awareness into the second box
• Type goleman into the third box and select TX All Text with the pulldown menu
• Click Search
• Search All years for the date