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Marketing Research Guide (BADM 370): Company Research

This guide is intended to help you successfully complete marketing research projects in BADM 370, BADM 476 and other courses by providing specific paths to the kinds of information you will need to complete course assignments.


Your assignments will require you to find specific pieces of information about a company!

Each section of this course guide is designed to show you where and how to find information

for your marketing project!

Introduction to Company Research


  • START by finding a "company profile." 
    • A company profile provides TONS of information about a company in a single document.

  • After collecting information from a company profile, fill in gaps in your knowledge about a company by using the rest of the sources of company information described on this page.


Below, you will see step-by-step instructions on how to find:

1. Find address, NAICS codes, and description of company

2. Find company profile, history, CEO, brands/products

3. Find financials of a company

4. Find recent news about a company

1. NAICS codes and address

Company address and NAICS codes

NAICS stands for North American Industry Classification System. In conjunction with Canada and Mexico, this is a governmental database used for analysis by businesses and industry players. To find your NAICS code, go to the source:  . If you can’t find it there, try the LexisUni approach below.



1. Go to LexisUni.

2. In LexisUni, find the "Search by Content Type" dropdown menu above the search box.

3.Then in that dropdown menu, find the COMPANIES category and select "Dossier".

4. Search for a company name or ticker symbol.

5. You may receive more than result and will need to select the correct one for your use.

6. A "Snapshot" for the company is displayed, that provides company description, financials, stock information, corporate leaders, and more.

7. Use the links in the left navigation bar to get even more information about the company.


2. Find Company Profiles

Company profiles include

If you want a good overview of a company, find the company profile!

⇒What is a company profile? It's is a report that compiles important pieces of information about a company. These profiles often include:

  • company history

  • a list of top officers ex: CEO and CFO

  • brands or product lists

  • market analysis

  • SWOT analysis.



  • Public companies are easier to research than private companies. Try to choose use a public company, in your project!


If you DO choose to use a private company, try these strategies:

  • Do some simple, broad searches in Wikipedia to get some general information about your private company.
  • Once you have some names of private companies come back to the databases and search. 

Step-by-step instructions for Business Source Premier


1. Link to Business Source Premier (database) Lock symbol indicates that Library ID and password must be used to login when off the Madison campus.

2.  Click on "Company Profiles" at top of search page in Business Source Premier.













3. Then search for the company name in the "Browse" search box.

4. Find and select the company you are searching form and click on its "MarketLine Report" - this will give you the company profile you are looking for!




3. Find financials of a company

Get additional financial information about a company by using the following sources.


Lexis Uni


1. Go to Lexis Uni

2. Find the "Search by Content Type" dropdown menu above the search box

3. In that dropdown menu, find the COMPANIES category and select "Dossier"

4. Search for a company name or ticker symbol

5. You will need to select the correct result for your use

6. On the company's Snapshot screen, find the link to "financial information" in the left navigation area

EDGAR Company Search (Securities & Exchange Commission)

EDGAR provides access to all reports for public companies.

Public companies must report many aspects of their businesses through a variety of reports to the Securities and Exchange Commission (SEC).



1. Go to EDGAR and search for company name or ticker symbol

2. Search for the company name and select the correct company

3. Then look at reports, especially 10K, 10Q, and 8K reports

4. Finding News

Finding News Business Source Premier

1. At top of search page, click on "Company Profiles" and search for the companies.

2. Find your company and click the company name.

3. On the left side of the page, find "Related Information" (see image)

Here you can see what has been written about the company in:

►Academic Journals (peer-reviewed)


►News Papers

You can also find reports on the company and its products:


► Analysis Industry Profiles

►Market Research


Karl E. Mundt Library, Dakota State University, Madison, South Dakota 57042