Market Research & American Business, 1935-1965 Review
Market Research & American Business , 1935-1965 is a database that showcases original documents in the pursuit of knowledge related to the consumer boom of the mid-20th century.
Search
The site is researcher friendly as it provides a chronology, pop up glossary, an ad gallery and a “My Archive” feature. The chronology is related to mid-20th century consumerism, covering a timeline of 100 years. The site prides itself on its chronology tool even going so far as to state that its patrons can “view entries specific to a range of thematic categories, such as Inventions and Innovations, and Businesses and Brands.” The site also specifies that it is possible to search the database via keywords and then “create a printable list of the entries most relevant to your research.” The chronology tool provides its patrons with a list view option, histogram, navigation arrows, and filter options with category and timeline tabs. The pop up glossary allows users to define terms related to advertising, marketing, and market research. The ad gallery is a collection of advertising prints from the 1930s-1960s that can be filtered by Industry, Decade, Image Type, or Brand, and the companies. Researchers can also save their newly discovered resources in the “My Archive” feature of the site to revisit at a later time.
In regards to documents, they are filtered by type. Documents can be filtered as Letters, Memorandums, Pilot Studies, Proposals, Reports and Supporting Materials. All documents are assigned an industry in which they are associated. Industries are listed alphabetically and include Advertising, Electronics, Food and Drink and much more. Search directories are provided that enable keywords, companies and brands to be used in research. Original images can be viewed using the image viewing screen and by utilizing the magnification tools. The search engine “searches across all document-level metadata including bibliographic details, full text of printed material and selected additional editorial features.” The search engine can carry out a keyword search and a more advanced search. Further resources are also provided such as case studies, essays, and business biographies.
Date Range: 1935-1965
Publisher: Adam Matthew
Object Type: Documents and Images
Exportable Image: Yes
Facsimile Image: Yes
Full Text Searchable: Yes
History/Provenance:
The market research reports of Ernest Dichter, the most prominent consumer analyst and researcher of the time, are a pivotal part of the archive. Additionally, the database has collected an abundance of reports related to consumerism and the advertising industry of the historical time frame. Adam Matthew Digital Ltd is the publisher of the material while participating libraries include Hagley Museum and Library, Ernest Dichter and the Institute for Motivational Research, John W. Hartman Center for Sales, Advertising & Marketing History (Duke University), and the Advertising Archives.
Reviews:
“This file delivers amply on the vendor’s claim that it “provides a unique insight into the world of buying, selling, and advertising in pre- and post-war America.” It does more than that, with sometimes chilling psychosocial analysis that will successfully serve researchers in the areas of psychology, history, business, marketing, advertising, consumerism, gender studies, ethnic and minority studies, communications, sociology, American studies, philosophy, terrorism, and politics.” – Cheryl LaGuardia, Library Journal
“The vintage images match the aesthetic of the twentieth-century era. This database was visually enjoyable and informative for those who are interested in studying twentieth-century market trends, as well as some of the psychological motivations and behaviors of this era. The topics of reports range in product types and behaviors.”
-Anne Larrivee, Reference Reviews
Access: Requires an institutional login to access the database.
Info from Publisher: www.amdigital.co.uk
Other Info:
Images and documents can be downloaded as PDFs, printed, and photocopied. Additionally, digital items can be bookmarked and shared. That said, materials are restricted by copyright as long as items are not duplicated or used for profit but educational purposes. The site also states “none of the material may be published without first gaining permission from Adam Matthew and The Hagley Library.”
Citing:
According to Market Research and American Business, 1935-1965 database, scholars should follow the correct parameters for citation. Scholars should reference the document or image and the library holding the material. The copyright notice should be referenced. The bibliographic details of documents can be exported to RefWorks and EndNote.