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Syracuse University Libraries

IDS 301: What's the Big Idea? Technology Innovation

Sources and tips for the 301 marketing analysis project.


Welcome, IDS 301 students! This guide includes a few search tips and resource starting points that may be helpful as you conduct your market analysis and further develop your business idea. Research guides in other subjects and librarian contact info are listed in the left sidebar navigation menu of this guide.

Searching Tips

Searching Tips

  • Use phrase searching if your topic is more than one word for precise results. Example: "fashion resale".
  • You may need to search more than once with different keywords to find effective sources in quantity and quality to support your analysis.
  • Use limiters within database to narrow. Examples: date range, subject categories, type of source.

How to find additional sources within article results:

  • Skim titles, subject headings, or author-supplied keywords, which may include different terms for additional searches.
  • Use the list of references at the end of the article to find additional sources.

This worksheet, available in PDF and Word, is a useful tool for mapping concepts and potential searches prior to starting the search in a database. 


These links include additional searching tips and steps for conducting research:

Article Searches

Visit the Articles and News page of the Business Information Guide for additional resources.

Research Guides available for each program at SU could also offer additional sources by subject.

Industry Resources

Visit the Industry Research page of the Business Information Guide for additional resources.

Company Resources

Visit the Company Research page of the Business Information Guide for additional resources.

Market Research Resources

For additional guidance on how to use Simmons and interpret Simmons reports and data, view the short video How to use Simmons Insights from the University of Alabama Libraries (which shows a basic Crosstab search using the Simmons Dictionary to find data) and visit this guide on using Simmons from the Bentley University Library (which has short videos on Quick Reports and creating a Crosstab search, as well as links to guides from Simmons on interpreting the reports and data). For more in-depth guidance, visit the Simmons Insights page of the Advertising Guide, which was compiled by SU Librarian for the Newhouse School of Public Communications Michael Pasqualoni.

Visit the  Market Research and Data & Demographics pages of the Business Information Guide for additional resources.