Situation Analysis Tips
In each database search for your
- Brand (Pringles)
- Product (chips, snacks)
- Company (Frito Lay)
- Industry (snack foods)
Industries are classified in several ways, depending on the database. Search for company name to discover the industry classification.
Information about consumers and markets is found within many company and industry reports.
Search in many databases/search engines for complete information.
Trade magazine articles are rich sources of information.
Your comments and suggestions for this research guide are welcome.
This guide was created to help advertising and strategic communications students conduct research for secondary data. Use the tabs above to navigate to specific sections of the guide and databases which contain information for situation analyses. If you need in-depth assistance, I'd be happy to meet with your team for a consultation.
Find Journal Articles
Trade and business magazines are good sources of information about products, brands, companies, ad campaigns, services, consumer behavior, spending trends, and more. Use these business-focused databases to find articles on your topic.
- use the "Find it @ WVU" link to access full text articles
- start with default settings and simple keyword searches using few terms
- too many results? add additional terms
- too few results? fewer or different terms