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MARK 7200: Marketing Data Collection Methods: Home

Introduction to the principal marketing information resources available at UGA.

Research Databases

Consumers, products, and brands

Mintel Reports

Mintel Reports provides in-depth market research reports on a wide range of U.S. and European consumer products, including food/drink, clothing, beauty, electronics, automobiles, etc. Reports are typically 100 pages long and cover consumer demographics, market size, market shares, trends/forecasts, segmentation, and distribution channels, among other topics. About 120 reports are added annually.  To take advantage of all features of Mintel you must create a profile using your UGA email address.  To create a profile click on Welcome University of Georgia within Mintel.

Statista

Statista is a large database of statistics on many topics including consumer markets, market sectors, brands, industries, and much more for the U.S. and international.  Data source(s) are provided with each chart.  

MRI Simmons Insights 

Interactive access to product buying behavior, lifestyle, and media habits of thousands of U.S. adult consumers, 18 years of age and over. Crosstabs offers the capability to define a base population and cross-tabulate demographic characteristics and lifestyle statements with brands, products, and media habits. Brand Catalyst allows quick display of index and reach of the top consumer attitudes, brands, media, and demographics associated with any target survey item (e.g., among purchasers of brand x beverage, what are the top ranking other beverage brands?).  A brief tutorial of Brand Catalyst is at  https://www.youtube.com/watch?v=mP4BZ2rW6n8  

Data comes from MRI Simmons' biannual NHCS (National Hispanic Consumer Survey), a survey that asks additional questions of Hispanic respondents in the large national sample. The iteration of NHCS available to UGA is typically about 3 years old.  

Mergent Intellect 

U.S. consumer demographic and lifestyle data.  The Demographics section includes PRIZM (Potential Rating Index for Zip Markets) reports from Nielsen (Claritas).  These may be downloaded via an email link sent to your UGAmail address.  Mergent Intellect also contains much company and industry information.

Ad$pender 

Database of advertising expenditures in U.S. down to the product level across media categories from Kantar Media. Media categories include TV (sub-categories), Magazines (sub-categories including B-to-B), Newspapers (sub-categories), Radio (sub-categories), Internet Display, Outdoor, and Hispanic (sub-categories). Coverage 2012-present (maximum 5 years allowed per request).  Access requires URL and login supplied by the library and is limited to UGA students and faculty.  Five simultaneous users. 

Economics & Demographics

IBISWorld

IBISWorld consists of in-depth reports on over 1000 industries including more than 700 NAICS industries and hundreds of specialized industry categories. The 'products and markets' and 'competitive landscape' sections of each report often provide a useful overview of market characteristics.  A brief overview of IBISWorld methodology and sources is here.

Social Explorer

This database includes the American Community Survey (ACS) from the Census Bureau which provides annually updated demographic and socio-economic data about the U.S.  Offers mapping as well as tabulations. A data dictionary is available here. (Alternate resource: data.census.gov)

PolicyMap

Data and mapping application that provides access to U.S. demographics, socio-economics, mortgages and home sales, health statistics, jobs and employment, education, and more. Source notes for each stat are linked to a brief description of the source.

Companies

Data Axle

Data Axle (formerly called Reference USA) provides directory information on millions of US businesses, public and private. There is also a database of U.S. Consumers.  The Advanced Search tab provides multiple ways to retrieve a list of potential competitors including business type, size, and geography.  Includes radius searching.  An overview of methodology is available here.

News & Research

Factiva

Factiva combines Dow Jones and Reuters content from over 8,000 publications:1,000 U.S. and international newspapers, 6,500 news magazines and trade journals, 270 newswires - Dow Jones, Reuters, AP, Asia Pulse, transcripts of leading media news broadcasts - BBC, CNN, ABC, CBS, NBC, NPR, company profiles and reports, European Union official documents. Factiva is the only database that provides the full text of the Wall Street Journal, 1984-present.

Warning: Use of the Factiva service is restricted to reader access of the content for research and education purposes only. Text mining and analytics of the content is not permitted.

Business Source Complete

Business Source Complete is a scholarly business database that provides full-text access to many peer-reviewed business related journals, including disciplines such as marketing, management, MIS, accounting, finance and economics. Also covers industry trade and practitioner journals. Non-journal content includes SWOT reports, financial data, books, monographs, major reference works, conference proceedings, case studies, investment research reports, industry reports, market research reports, country reports, company profiles, and more. 

Methodology

Marketing Scales

Marketing Scales Handbook (volume 5 / volume 7 / volume 8 / volume 9 / volume 10) Basic summaries of thousands of multi-item measures used in marketing and consumer behavior research.

Handbook of Marketing Scales (Main Library Reference, 1st floor, call number: HF5415.3 .B323 2011).  Provides more detailed summaries of hundreds of multi-item measures used in marketing and consumer behavior research. 

 

 

More Resources

Business & Economics Databases at UGA Libraries

provides a list of the databases subscribed to by the Libraries grouped by various categories of information contained in them.

Marketing & Distribution Resources at UGA Libraries

provides a list of additional resources from the UGA Libraries that focus on marketing & distribution including statistics, databases, books, web sites, information on market shares and rankings.

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