This research guide was created to take the guess work out of what you should be using to complete assignments in this field. Course guides have also been added. These will provide research sources available specific to individual course work.
Google’s Consumer Barometer graph builder tool is a fantastic resource when it comes to ecommerce user insights. The easy-to-use interface lets you customize your demographic segments by age, location, gender, and other options. You can then view data for your selected segments by choosing “Questions” about devices or shopping behavior.
Google Trends is an old favorite, and for good reason; it provides free data about the popularity and usage of a keyword or topic. Once you’ve done your keyword research, you can use this tool to find information about the popularity of a keyword or topic by location, as well as seasonal patterns or interest trends.
Facebook’s Audience Insights tool can be found in the Business Manager under Menu -> All Tools -> Plan -> Audience Insights. This tool is great for discovering who your target audience is, what other interests they have, as well as demographic statistics such as household income, education level, and marital status. Additionally, Facebook offers insights on “Lifestyle” categories, based on Acxiom’s “Personicx Clusters” system. While the information here is undoubtedly valuable, keep in mind that it’s based on Facebook users – so if your audience isn’t on Facebook, you may want to take this with a grain of salt.
In a case study analysis, probe underlying issues, compare different alternatives, and suggest courses of action in light of the organization's objectives through the use of evidence.
ABI/Inform, an extensive international business and management database, contains bibliographic citations, abstracts, and full text of articles appearing in professional publications, academic journals, and trade magazines published worldwide. Tips for a successful search: break-down your topic into individual words or short phrases. Ex: Hotels AND Customer Satisfaction, Hotels AND Marketing, Hotels AND Motels AND Management.