MKTG 513: Pioneering Innovation: Ask "Who Cares?"

Specialized Search Tools

Specialized search engines are great tools to use in addition to the general Google Web search:

Google Advanced Search
More search options, such as searching in a specific domain.
Google News
Searches newspapers, newsfeeds, and other sources.
Google Scholar
Search for scholarly content and use Find it @ PSU to locate full text available from PSU Library.
Statistical Abstract of the United States
The Statistical Abstract of the United States, published since 1878, is the authoritative and comprehensive summary of statistics on the social, political, and economic organization of the United States.
Data.gov
Portal to US government's open data.
USA.GOV
US government's official portal.

Industry/Trade Associations

An industry association is established to advocate for the industry and associated companies. They collect and provide unique data/articles/reports. Sometimes these sources are on their websites for free.

To find the industry association websites:

Do a Google search with keywords followed by "association".
Industry profiles in library databases may have a section for related associations. For example, in the IBISWorld report, look under the External Environment -> Assistance -> Non-government section.

Who Cares?

When you are searching for information, consider the following question: who cares? Who cares about the topic/problem? Who are the main stakeholders? Who are likely to collect information on the topic? Below is a list of sources: (S: strengths / W: weaknesses)

Government:

S: government agencies (both federal and state) produce lots and lots of free data and most are available online.
W: might be too broad, might not be "very" up-to-date.
Examples: Census, EPA, NCHS, NCES, SBA.
Search Tip: use usa.gov or Google Advanced Search for sites with the .gov domain.

Professional/industry/trade Associations, trade publications, grassroot/nonprofit organizations:

S: specialized, unique, and current industry-related information.
W: limited free information, often requires membership or payment, information could be biased.
Examples: Oregon Wine Board, American Hospital Association, American Pet Products Association, Pew Internet & American Life Project.
Search Tip: "[your topic] association" in Google. Look under About This Industry of an IBISWorld industry report. Use Google Advanced Search for sites with the .org domain.

Commercial Publishers:

S: specialized, unique, and current information. Sometimes repackage government data to make them more user-friendly. Library subscribes to some.
W: cost $$$ to access if not available via the Library. The Library cannot purchase a report you find on the Internet (due to price and license restrictions). These reports also cannot be borrowed from another library (due to license restrictions).
Examples: Library databases (e.g., Mintel, Passport, IBISworld, Statista, MRI-Simmons).
Search Tip: sometimes nuggets of info are free on their website, or have been discussed in the media (magazines, newspapers, websites). Market research firms often put out press releases on new reports and some free numbers may be included.

Academic Institutions:

S: in-depth research with references that one can follow up on; articles can be borrowed from other libraries for free.
W: might be too specific, might not be up-to-date.
Examples: journal articles, research reports, books.
Search Tip: use the Library catalog and databases or Google Scholar.

Others: (blogs, personal websites, company websites, online forums, Wikipedia, social media channels, AI/ChatGPTetc.)

S: free, easy to find, up-to-date information.
W: might be just repeating information from the above sources; accuracy and reliability might be questionable. AI may "hallucinate".
Examples: TechCrunch, MacRumors, Reddit
Search Tip: evaluate the sources. Who are the authors? Did they reveal their sources? Can you verify the info in some way?