This guide will lead you to some of the many databases and resources we have on hand for Professor Riis' MKTG 211/711 class. You'll be able to search for research and data on the consumers of your chosen market, as well as industry overviews and competitor analysis. We also have articles from leading publications in marketing and consumer research - which you can browse by journal, or search within a larger database. Please contact me with any questions or if you'd like any additional assistance with your searches!
Both of the databases below employ the asterisk (*) as a truncation symbol -- telling the database to search off the root term to find variants. For example, child* will pull articles that include child, child's, children, etc. Quotes will combine terms into phrases, e.g. "market research".
Need articles or book chapters? As Wharton students, you have access to some services from Lippincott Library's Document Delivery department. As you search for articles for this paper, take note of any citations that don't have immediate PDF or HTML Full-text access available. Email those cites directly to us at firstname.lastname@example.org and we'll track them down for you ASAP. You'll get an email response from us with either a scanned PDF, or that we've requested it from another library on your behalf.
Within the Penn Libraries' collection: