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MK 380: Principles of Marketing (Chamberlaine): Business Databases

Which Database Should I Use?

Start with the databases linked in the box to the right. 

For additional business databases, click on the image below to find another database that might match with your information need.

Which Database do I use chart

Databases (Organized by Broad Topic)

Use the eBook databases linked below to find free books on business topics for your case study assignments.

Note:  Industry research databases provide information on industries (ex:  footwear manufacturing), not on companies (ex:  Nike).  However, you can learn more about the industry in which a company operates by reviewing a report in one of the databases linked below.  For example, a First Research database report on the footwear industry will provide information on some of the challenges and trends that might impact a major footwear company such as Nike.

Use these databases to find company profiles.  More detailed reports are available on public companies than private companies.  You will also find news about a company in a profile from a database. 

  • Advertising Age is a leading trade publication with articles on marketing topics.  If you have problems accessing full-text articles on, contact Teresa Williams at for a login password.
  • Business Source Complete and ABI/Inform are helpful databases for scholarly and trade publication articles.  To learn how to find trade publications in these databases, try the tutorial linked below.
  • The Wall Street Journal often publishes articles on large public companies.


  1. The Eastern edition of the Wall Street Journal database linked below will help you look for articles going back to 1984. 
  2. The Wall Street Journal site license link will take you to the digital edition of the Wall Street Journal ( to search for articles going back four years. (This is the personal WSJ subscription available through Butler Libraries.  If you have not already signed up for your personal WSJ account, follow the directions with the link below to register).
  • Mintel is a great resource for consumer information.  
  • Statista will help you find reports, statistics, and infographics.
  • The Form 10-K is an SEC report (government report) filed annually by public companies.  See the Business section of the 10-K for helpful information on a company's products, customers, supply chain, and more. Also see the 10-K section on "Risk Factors." You can find the Form 10-K under the "Investors" section on a public company's website. 
  • IBISWorld provides information on supply chain issues within specific industries. If you are researching a company, look for a report for the industry in which the company operates.  (Ex:  Kroger operates within the grocery store industry).
  • Passport is a database for international business research.  It is a great resource for all kinds of information on industries, products, brands, consumers, and more.
  • Business Source Complete has articles on supply chain issues.  To find those, try filtering your results to "trade publications."


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Irwin Library: 317-940-9227
Science Library: 317-940-9937
CAT: 317-940-8575

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