Waggoner Library: Marketing Resources: Marketing Research, SWOT

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Market Research
SWOT Analyses

Use the resources here for help in market research.

Statista This link opens in a new window
*Get a detailed report about Industry & Marketing under the Top menu's Report link. Use the Statista: Marketing Insights tool under the Insights link on the top menu to find historical data and future trends up to five years out. Charts are included!
Business Source Ultimate This link opens in a new window
Use the advanced search option, view the Browse list to limit to market reports. Use the term 'marketing' as a keyword or subject to focus results.
Gale Business: Insights This link opens in a new window
Includes Market Share Reports. Gale Business Insights: Global delivers provides a unique source for international business intelligence, offering the most comprehensive and convenient way to find case studies and in-depth statistical data coupled with deep research and the ability to compare global economies, countries, and industries.
Nexis Uni™ This link opens in a new window
Company Dossier: Use the link 'Get Company Info' to get to the Company Dossiers link which provides access to full company dossiers and for search options like listing companies by zip code or revenue.

American FactFinder (U.S. Census Bureau)
Census data for the United States and Puerto Rico from 2000-present. Includes the Decennial Census, the American Community Survey, and the Economic Census, among other surveys. Download data or create thematic maps from any table that displays more than one geography of the same type (state, county, etc.).
Country Commercial Guides
Global market conditions, opportunities, regulations, and business customs for over 125 countries prepared by trade and industry experts at U.S. embassies worldwide.
My Best Segment (Nielson)
The free ZIP Code Look-Up and Segment Explorer tools provide abbreviated snapshots of demographic and psychographic data at the ZIP code level.

Find published SWOT analyses from many companies using advanced search options in the following databases. Not every company will have a SWOT available. A published SWOT analysis may be a good starting point if you are creating one from scratch. Keep in mind it's considered plagiarism if you copy and paste content into a new document claiming at as your own original work.

Gale Business: Insights This link opens in a new window
-Click the down arrow for 'Company' at top of the page.
-Choose SWOT Reports.
-Enter the name of the company in the 'Search Within' box.
Business Source Ultimate This link opens in a new window
-Click on 'Advanced Search'.
-Scroll down to 'Publication' and select 'SWOT Analysis'
-In the search box, type in the company name or NAICS code for a broader search result.
-Then click search
Nexis Uni™ This link opens in a new window
- At the Nexis Uni home page, select 'Company Info' in the 'Guided Search' area.
- Type in the company name (e.g., VRBO) in the 'Search in all Company Information for' box
- Select 'All company information' from the drop-down list in the '… and show me box'
- Then, click the search button
- On the results list, use the 'Search Within Results' option in the 'Narrow By' column on the left
- Type in 'SWOT' then enter to see results.
- Click on a title on the result list, then scroll down to the bottom, 'Additional Information', and select 'SWOT Analysis'.
Statista This link opens in a new window
- In the search box, type the word swot and click the Statista Search button.
- On the Search Results screen, scroll through the list and select a title of interest (e.g., Retail Food & Beverages in the U.S. 2020, Statista Industry Report)
- On the Statista Industry Report page, review the description and table of contents. A SWOT analysis is usually included in the Introduction of the report. Select the Download report button to view full-text in PDF.
- Once the document opens, scroll to the SWOT analysis section of the industry report. Read, save, print, or email the report.

Searching Company Info in Nexis Uni™

Searching for Company Info in Nexis Uni™

Choose Nexis Uni™ from the A-Z Database List.

Click the title to launch the database.

Click the Menu to see options

Move down to choose the Company Dossier option

Enter the company name. Example used is Nike.

If you know the Ticker symbol, DUNS number or Dossier ID for the company, enter it in the related box.

On the record page you see options

Choose an option to narrow your search as needed. Printing and email options appear at the top of the record.