Science,
Industry and Business Library
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Using Directories to Find Basic Company Information
Managing the Information
Assessment
Using Directories to Find
Basic Company Information
What is a directory?
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Melissa, from infoUSA, demonstrates the scope of their ReferenceUSA's
directory.
Low | High
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A directory is one of the basic tools for researching a company. The
most familiar example of a directory is probably the phone book, but
there are thousands of other directories -- so many, in fact, that
there are also directories of directories. For example, Directories
in Print, a part of the Gale Ready Reference Shelf, identifies a wealth
of directories in several formats, covering a wide variety of subjects.
You'll find directories for specific industries and businesses and
for specific geographic locations. Directories may be available in
print, or electronically, or both. Directories may arrange businesses
by industry, location, volume of business, or many other features.
For instance, state industrial directories are arranged by county,
town or city.
What type of information will I find in a company directory?
A company's contact details, executives, number of employees, volume
of sales, financial standing, and its ranking within its industry
are just some examples of what you'll find in a directory.
All products and services
of most industries have Standard Industrial Classification (SIC)
or North American Industry Classification Standards (NAICS)
codes. These codes are used by many directories as an organizational
tool that can be used to search for companies in a specific industry.
The census website (http://www.census.gov/epcd/www/naics.html)
offers 1997 NAICS and 1987 SIC Correspondence Tables, including information
about how to navigate these tables and how to interpret them. For
example:
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NAICS |
SIC |
Corresponding Index Entries |
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511130 |
2731 |
Book publishers (e.g.,
hardback, paperback, tape) |
What kind of directory should I use?
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Attention small business owners: The Manhattan B2B
yellow pages is a great resource for small businesses. Other
areas may have a similar resource. |
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There are many different kinds of directories. Depending on your research
goals, you may choose to use a broad, general directory, such as infoUSA's
ReferenceUSA, that covers companies of any and all types; an industry-specific
directory such as the Standard Directory of Advertising Agencies,
covering one industry in depth; or a location-specific directory such
as the Harris New York Manufacturers Directory, covering the
business activities of one region in detail.
Within each of these categories, there are dozens of examples of directories.
Which of them you will use will depend on many things, such as the
availability of print vs. electronic resources in your location as
well as your specific research goals.
How do I use a directory?
As soon as you start to use a directory, you'll realize the value
of the work you did in Module 1 honing your
research questions. Trying to find John's number in a phone book is
a near impossibility -- unless any old John will do. Knowing John's
surname will bring you closer. And knowing which city John Doe lives
in will bring you closer still.
Examine the features of the directories you're considering. Armed
with some basic information about a company -- its name and the industry
it's part of, for example -- you can select a promising-looking directory
and start your search. Different directories will be organized by
features such as industry and location. To save time, instead of using
a general directory, consult the Standard Directory of Advertisers
for information on advertising companies.
What are the advantages of using electronic directories?
A principal advantage of using electronic directories is their currency.
They are updated much more frequently than print resources. Another
advantage is that electronic directories allow the individual researcher
to do a more customized search. They offer multiple search options.
You may be able to input your research criteria and see only results
tailored to your exact requirements, with no extraneous material.
And if you are in one location and need to do research about companies
in a different geographic area, electronic resources may be your only
resource. Most electronic directories are available free in local
libraries or for a fee-based subscription directly from the company.
Many free resources are available on the internet. When using the
Internet, it is vital to consider the source. Are you sure that the
resource you are using is reputable and reliable? Anyone can put up
anything on the Internet ... without being vetted. Always make certain
you can verify the information found on a website.
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