UCB Libraries

BADM 4820: Business of Sports

  • Getting
  • Sports
  • Demographic
  • Help Writing
    a Great Paper
  • More
This guide can be used to find resources or to remember the research process, each tab can be used independently or as part of the whole process.

Useful Library Resources

  • Business Library Home Page
    The Business Library web site links to all of the resources (and much more) mentioned in this guide, in addition you can browse for specific resources using the drop down menu at the top to find resources on a particular topic.
  • How do I...?
    These guides provide quick tips on how to find books, cite resources, and much more.
  • Off-Campus Access
    The majority of resources mentioned on this guide are subscription resources and will require you to enter your identikey and password. For resources with the VPN symbol VPN access requiredyou will need to download the VPN.
  • Chinook, the library catalog
    While the majority of your research will be conducted in databases, you may want to check out the library catalog to see if there are any books, government reports or anything else that might be able to assist you in your papers.
  • Reference Universe CU
    Provides an index of print and reference works such as dictionaries, handbooks, encyclopedias, and web-based reference works. Searchable by article titles and index terms found in back-of-the-book indexes from wide variety of subject encyclopedias, compendia, handbooks and other reference works.
Starting your Research

Think before you search! No matter which search tool you use (databases, Google, interviews), it always helps to have a search strategy. A little planning at the beginning of your research process will save time. Frame your search strategy in terms of the data pieces you will need.

Get started by filling in this table, which you will continue to update as you search.
  Term                     Alternative/Synonyms Subject Terms/Descriptors
Concept A      
Concept B      
Concept C      
Concept D      

You can also find this table in a word document.

As we work throughout the various resources, you will also want to think about some other questions, such as:

  • What types of information will you need in order to support your idea?
  • What might that information look like?
  • Who might keep track of that data? The Census Bureau? Trade groups or professional associations? Marketers? Distributors? Regulatory agencies?
  • Is the data likely to be freely available or hidden in a database or even released at all?
There are two major areas that you can explore to find information on your sport or the industry it operates within. The first is articles and newspapers, followed by research on the web using tools such as associations and google. Below you fill find links to some resources, with tips on what you will find and how to best utilize these sources.

Articles & Newspapers

+ Tips for Searching Databases
  1. Select the Advanced Search feature when available and use a keyword search to start.
  2. Use AND/OR/NOT with your terms, either using the drop down boxes to choose AND/OR/NOT or by putting AND/OR/NOT between your words.
  3. You can limit your search to scholarly (peer-reviewed sources).
  4. When you get your search results, look for terms supplied by the database (usually along the sides of the screen). These can be used to:
    1. To refine (limit) your search results.
    2. Or, you might want to add one of these terms to your list of terms and run the search again.
    3. Or, you may find a term that best describes your topic and run a completely new search just using that term.
  5. Use the search history feature to combine previous searches or figure out what you have already done.
  6. Look for a link to a full-text version of the article (usually a pdf). If you don't find one, look for the Find It At CU icon and click on it to find the article, either online or paper.
  7. If you find an article that is really "on point", look at the bibliography or list of references in that article.
  8. Mark and save the articles from your search results that look the most promising to you. Sometimes this is done by checking a box; other times you will see a link that says Add. Doing this will create a list or folder. You can then email the list or folder items to yourself. Also, for most databases, you can export the list into RefWorks, which you can use to create a bibliography from the citations.

This database is the most comprehensive database for fitness, sport science and recreation. This is the database where I would recommend you start your research.

Physical Education Index CU
Despite the title, this database contains more then simply data on physical education curricula, you can also find data on sports medicine, dance, sport law, sports equipment, business and marketing, coaching and training, and sport sociology/psychology. This database complements SportsDISCUS and is another good source for finding out more about the sport you operate in.

Business Source Complete CU
The focus of this database is on business topics, which can include sports and sports marketing. It is not as focused on sports, but has coverage you might miss in the first two databases.

Newspapers can provide coverage of local sports teams, details on your local areas interests and often have in-depth profiles of local teams.

LexisNexis Academic CU
This database has the best local newspaper coverage, which you can search on the main page broadly under newspapers or if you want to focus in on a particular region you can switch to advanced search and under "Add Index Terms" choose geography.

We subscribe to a number of additional databases focusing on newspapers, for help using those resources check out the Finding Newspapers guide.

Sports Web sites

While the web in general is not where you want to start, there are some information sources that you might want to check out.

If you are not finding your association in a database or you want to find out information on a particular sports team, use Google. Here are a few tips on how to use google effectively:
  1. If you are looking for a specific organization consider putting the terms in "" so that Google searches them as a phrase.
  2. Looking for a non-profit group (many associations are non-profit) or an educational web site? Then use the site: modifier. For example, if you want to find out if there is a non-profit group focused on lacrosse you could search lacrosse site:.org.
  3. Getting a lot of false hits with a particular word? You can look for results without a particular word by putting a - in front of the word.
Want more "secret" google operators? Check out the Google Search Operators page.

Still need more resources?

If you would like more help doing research, you could check out the Business Libraries guides to Company or Industry research, which may have additional places to go for information.

Want to know more about the people who might attend your events or participate in your organization? This is called demographic research and this tab will walk you through some sources that may contain information.

Census & Other Data Sources
The U.S. Census Bureau is a great place for all sorts of data on the citizens of the United States. You can find details as varied as the length of their commute, ethnic and racial breakdown, income, marital status, age and sex breakdowns, just to name a few. Organizations also publish reports with data, and several of these can be found in Statistical Insight.

Social Explorer CU
This is the subscription version of the decennial census (back to 1790), American Community Survey (ACS) and religious affiliation data. This tool is very easy to use and gives you the option of creating maps or excel tables. If you are looking only at the people in your market this is the resource I recommend.

American Factfinder
This free resource gives you access to all the different data collected by the census. This is not only the census and ACS data, but also includes the Economic Census, Business Patterns, Annual Survey of Manufactures, American Housing Survey and more. This is the powerhouse database, but it is not easiest interface to use. Please contact the library if you need more assistance in this database.

Statistical Insight CU
Comprehensive index for local, state, national, and international statistics. Contains interdisciplinary data and reports, and indexes older statistical publications held on microfiche (1973-present). Includes NCAA and other sports organizations.

Market Research Reports and Polling

In addition to searching for demographic data from the Census, there are number of sources of market research reports and polling data. Polling and market research focuses on particular topics, such as people who attend particular events, consume foods, have particular opinions, etc.

Mintel CU
This database contains market research with information on consumer trends, demographic profiles, brand share dynamics and market drivers. There are over 800 individual reports now available in 13 categories, with data covering US and select International Markets.


eMarketer CU
This database contains data on use of electronic media source.


IBISWorld Industry Reports CU
This database provides in-depth reports on industries, may be useful for locating competitors.

Business Source Complete
In addition to the articles you can find on your sports, there are selected market research reports contained in Business Source Complete.

iPoll CU
iPoll contains US public opinion data from the comprehensive archives of the Roper Center for Public Opinion Research. You can search for your terms in the box or browse the topic of "Sports."

ReferenceUSA CU
This database contains information on local businesses as well as connections to market research reports.

There are a few tools that will help you write a great paper.

Online Help

How Do I...Cite?
This page will walk you through a variety of sources that will help you cite your resources. If you want to explore some of the citation management software programs available to you check out the "Citation management" tab.

Purdue OWL
This is one of the best sites on the web. You can find help on citations, grammar and anything else you might need to write that great paper here.

The citation manager demonstrated in class.

In-Person Help

Writing Center at CU
All students, faculty and staff can get help with all aspects of writing your paper at the Writing Center. They are located in Norlin Library in the Commons and are open 12-4 pm over the summer.


303-735-6804 (Jennie Gerke)

303-492-3195 (desk)


In person

Jennie's Office (Koelbel 200D): Tuesdays, 3-5 or by appointment (google calendar)
Desk: Mon-Thurs, 10-2 & 3-5, Friday 10-2


Instant Message

Using the box to the right, you can request assistance during the hours we are logged on.



Jennie: jennifer.gerke@colorado.edu

Business Library: buslib@colorado.edu

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