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MKT 309: Principles of Marketing, spring 2024: Industries, Companies, Consumers, Products


Public companies are required to file quarterly earning reports and other information with the Securities and Exchange Commission, and investment banks publish analyst reports on them on a regular basis. 

Unlike public companies, private companies are not regulated by the federal government. Therefore, it is at the discretion of a private company if, and what, they want to disclose about themselves. It can be more difficult and time consuming to locate information about private companies. 

Can't find it here?



Murphy Library does not have a "product sales information" database, so you need to look through the resources that we do have for sales information. 

For many specific, branded products (Post-It Notes, Scotch Magic Tape, Nexcare Bandages, etc.) you will not be able to easily find sales data. However, creative searching using the following techniques and those demonstrated in the videos in the box below will help you find anything that does exist. 

Try these techniques in the recommended databases below - if the data is there, you'll probably find it. These are just a few suggested techniques that can be applied to any of the suggested databases. You may have to try other options as well, so be prepared to do some creative searching.

  • Start with just your product name alone (Scotch Tape). See how many results you get. If not enough, try variations on your product name (Scotch Magic Tape, Scotch adhesive tape).
  • If you're not finding anything, search for the category, not the brand (transparent tape, clear tape, adhesive tape, etc.)
  • If you're finding too much or unrelated things, add your company name (3M tape, 3M Scotch, etc.)


MRI-Simmons Catalyst is the main database to use when searching for consumer demographics information for this class.

Catalyst is one of the more advanced marketing database available at Murphy Library. For more in depth information on how to use this database, see the tutorials and user guides in the box below.

MRI-Simmons Catalyst

More Information

UW-Madison has several useful tutorials on how to use Simmons Insights (predecessor to MRI-Simmons Catalyst):

Simmons User Guides