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Welcome to Database of the Week.  This feature from the Roland G. Parrish Library of Management & Economics is intended to give you a brief introduction to a database that you may not know.  These weekly snapshots will have only basic information about our most relevant and beneficial online resources, and hopefully tempt you to explore.  Feedback is always welcome.  If you have a suggestion for a database or research topic that should be covered, please let us know.

This Week’s Featured Database: WARC, from World Advertising Research Center Ltd.

Find it: www.lib.purdue.edu/parrish, Under the column with the header Collections, click on List of Business Databases.

Description/focus: WARC is a marketing and advertising information service used by media and market research agencies.

Try this: WARC has the familiar box to do a key word search, but you can also use the pulldown menus to search by type of content: case studies, trends, news, data, forecasts.  If you click on one of the fields along the top, you’ll see the options for further breakdown. The Topics list includes consumers, marketing, industries,  and profiles of global brand owners.  For example, the industry Topic Page for Travel & Tourism shows case studies, trends, and company profiles.  See here for a short demonstration of a basic WARC search.

Why you should know this database: Content in WARC includes news stories, case studies, research papers, conference papers, best practice guides, speeches, data, and WARC’s own reports.  The subjects covered include communications, media research, market research, trends, and more.

Why students should know this database:  Searching in WARC is easy to do so even students who are unfamiliar with database searching will be able to find marketing or consumer information. 

Tags:  articles, communications, consumers, countries, datasets, industries, market research, media, news, products, scholarly journals

Cost: $9,500.00 paid by the Libraries annually.

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Database of the Week comes to you from the Roland G. Parrish Library of Management & Economics. If you would like more information about this database, or if you would like a demonstration of it for a class, contact parrlib@purdue.edu.  Database of the Week is archived  at http://blogs.lib.purdue.edu/news/category/MGMT/.  For more Purdue Libraries news, follow us on Twitter (@PurdueLibraries).

If you would like us to promote your favorite database, send an email to mdugan@purdue.edu.