University Libraries → Class Guides → Marketing → MKTG 665 - Research for Marketing Decisions

MKTG 665 - Research for Marketing Decisions

Table of Contents
| Citation Guides | Government Resources | Syndicated Resources | Trade Associations |
| Industry Resources | Directories & Media Guides | Demographics & Statistics | Business Literature |

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This Class Guide has been prepared for the various sections of the Marketing Research course. If you need assistance with your research (i.e. not sure how to get started or not finding what you need) you can contact your Marketing Subject Specialist, Michael Smith - michaelsmith@tamu.edu, to ask questions or set up an appointment. All titles list below are located in the West Campus Library's Barclay Reference Center, unless otherwise noted.

Additional resources can be found on the...
The Marketing A-Z Resource Guide

Still not sure which research resource you need? Try the...
ExpertHelp Business E-Resource Locator System

Citation Guides

With the Academic Integrity rules adopted by the University, it is extremely important that you correctly cite the resources that you use in your research.

The following Library web site provides links to electronic documents that explain the various citation styles, and you can find print copies of the key style guides in the Barclay Reference Center.

Citation Guides Page - TAMU Libraries

For additional assistance with your writing projects, the University Writing Center is a great resource. Consult their website for times and services available:

University Writing Center

What is Secondary Data?

Secondary data is data that has been compiled inside, or outside, your organization for some purpose other than the current marketing research effort you are undertaking.

Government Resources

Government resources are very useful in marketing research. U.S. and foreign governments collect considerable data about their economies and their populations. The following government websites are good sources of U.S. data.

Syndicated Resources

Syndicated resources are data that some market research companies collect on a regular basis (e.g. quarterly or annually) that is then sold to interested clients.
  • AdSpender
     
      This database contains advertising expenditure date on companies and their brands. This resource is only available via a dedicated workstation in the West Campus Library, Barclay Reference Center.
  • Mediamark Reporter
     
      This database contains pre-packaged consumer demographic data for various consumer product categories. This is a more user friendly version of the Simmons National Consumer Survey Data discussed below. This resource is only available via a dedicated workstation in the West Campus Library, Barclay Reference Center.
  • Simmons NCS / Choices 3
     
      This database provides the ability to create customized cross-tabulation spreadsheets on "target market" demographics and "targeted media", among others. Data is available for the years 1996-2002. This resource is only available via a dedicated workstation in the West Campus Library, Barclay Reference Center.
  • Media Metrix
     
      Provides Internet audience measurements that detail online media usage, visitor demographics, and online buying power oh home, work, and university audiences. This resource is only available via a dedicated workstation in the West Campus Library, Barclay Reference Center.

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Market Research Reports

  • MarketResearch.com Academic
     
      This database contains the full-text of many market research reports covering general consumer markets. Since this is an academic version of the database, reports are often a year old.
  • Business Source Complete
     
      Look in the Column at the Right of the search screen and you will find a link for Market Research Reports.
  • e-Marketer
     
      These are reports are from one of the leading e-commerce market research firms.

Trade Association Resources

Trade associations are an excellent source of information about varying industry segments. Trade association web sites are often excellent repositories of statistical data and material on issues common to that industry segment.
  • Associations Unlimited
    (Database)
  • Encyclopedia of Associations
    HS17 G334
  • National Trade and Professional Associations of the United States
    HD2425 D53

Industry Resources

Industry Overviews

It's important to be aware of the conditions, trends and issues of an industry in which you are going to market a product. The following resources provide overview to various industries.

  • Business Monitor Online
    (Database)
      Integrates economic, industry and company information from 175 countries around the world. Covers 14 industry sectors.
  • Encyclopedia of American Industries
    HC102 E53
  • Encyclopedia of Global Industries
    HD2324 E53
  • NetAdvantage (Standard & Poors Industry Surveys)
    (Database)
      This resource covers 52 broad industry categories and includes trends, current environment and some comparative company analysis.
  • U.S. Industry & Trade Outlook
    HC101 U543 2000
      Covers 54 broad industry categories.
  • Business & Company Resource Center
    (Database)
      You can find news, rankings and industry overviews searchable by SIC or NAICS codes.

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Industry Market Research Handbooks

These handbooks are excellent sources of information on the various industries covered, including market assessments, issues, and key players.
  • Plunkett's Research Online
    (Database)
    • Advertising & Branding Industry
    • Airline, Hotel & Travel Industry
    • Alternative & Renewable Energy Industry
    • Apparel & Textiles Industry
    • Automobile Industry
    • Banking, Mortgages & Credit Industry
    • Biotech & Genetics Industry
    • Chemicals, Coatings & Plastics Industry
    • Consulting Industry
    • Infotech Industry
    • E-Commerce Industry
    • Energy Industry
    • Engineering & Research Industry
    • Entertainment & Media Industry
    • Food & Beverage Industry
    • Health Care Industry
    • Insurance Industry
    • Investment & Securities Industry
    • Middle Market
    • Nanotechnology & MEMS Industry
    • Outsourcing & Offshoring Industry
    • Real Estate & Construction Industry
    • Retail Industry
    • Sports Industry
    • Telecommunications Industry
    • Transportation, Supply Chain & Logistics Industry
    • Wireless, Cellular, Wi-Fi & RFID Industry
  • Richard K. Miller Market Research Handbooks
    • Entertainment, Media & Advertising
      V174 E58 2005
    • Health Care Business
      RA410.53 H424 2005
    • Restaurant and Foodservice
      TX911.3 M3 R47 2004
    • Retail Business
      HF5429.3 R49 2003
    • Travel and Leisure
      Evans Ref. G155 U6 N597 2005

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Brand Information

It's also important to know what brands exist in the market segment in which you are working. The following resources cover both domestic and international brands.
  • Brands and Their Companies
    HD69 B7 B75 2006
  • Companies and Their Brands
    T223 V41 A253 2004
  • Branding in China
    HF6161 B4 B73 2005

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Marketing Campaigns

Inspiration can also be found in past marketing campaigns. Those that worked and those that didn't work so well. The following resources provide background on some important past campaigns.
  • Encyclopedia of Major Marketing Campaigns
    HF5837 E53
  • Major Marketing Campaigns Annual
    HF5837 M356
  • AdCritic
    (Database)
      This database is a source for current advertising spots from television and print media, as well as news from the commercial production industry. This resource is only available via a dedicated workstation in the West Campus Library, Barclay Reference Center.

Directories & Media Guides

Directories

  • The Directory of Business to Business Catalogs
    HF5421 D567 2003
  • Directory of International Direct and E-Marketing
    HF5415.126 H36 2003
  • Green Book: Worldwide Directory of Marketing Research Companies and Services
    HF5415 I55 2005
  • Lexis-Nexis Advertising Red Books
    HF5805 S724 2006 (5 vols.)

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Media Guides

  • Marketers Guide to Media
    HF5826.5 M45 2005
  • Editor & Publisher Market Guide
    HF5905 E38
  • CARD: The Media Information Network
    HF5801 C27
  • Standard Rate & Data Service (SRDS) Series
     
    • Business Publications Advertising Source
      HF5905 723
    • Consumer Magazine & Agri-Media Source
      HF5905 S725
    • Direct Mail List Rates & Data
      HF5905 S7832
    • Hispanic Media & Market Source
      P94.5 H58 H572
    • Interactive Advertising Source
      HF5415.1264 S65
    • Lifestyle Market Analyst
      HF5415.33 U6 L54
    • Newspaper Rates & Data
      HF5905 S73
    • Out-of-Home Advertising Source
      HF5813 U6 O88
    • Print Media Production Data
      HF5905 P7
    • Radio Advertising Source
      HF5905 S74
    • TV & Spot Cable Source
      HF5905 S745

Demographics & Statistics

These resources provide a wealth of demographic and statistical data important to the development of marketing efforts.
  • Asian Databook
    E184 A75 A84265 2005
  • Business Statistics of the United States
    HC101 A131222 2006
  • Demographics USA: County Edition
    HF5437 S34 2005
  • Demographics USA: ZIP Edition
    HF5415.3 D463 2005
  • EPM Consumer Segmentation Survey
    HF5415.127 S32 2000
  • Hispanic Databook
    E184 S75 H573 2004
  • Lifestyle Market Analysis
    HF5415.33 U6 L54 2006
  • Media Dynamics Series
     
    • Consumer Dimensions
      HC110 C6 C5646 2003
    • Internet Dimensions
      HF6146 I58 I58 2001
    • Magazine Dimensions
      HF6105 U5 M23 2006
    • Radio Dimensions
      HF5146 R3 R33 2005
    • TV Dimensions
      HE8700.8 T917 2004
  • Research Alert Yearbook
    HQ2044 U54 R476 1998, 1999, 2000, 2003, 2004, 2005
  • Sourcebook of Zip Code Demographics
    HA203 S66 2005
  • Statistical Abstract of the United States
    HA202 S73 2006
  • U.S. Market Forecasts
    HF5410 U6 2002
  • U.S. Market Trends and Forecasts
    HF5415.1 U8
  • 1999 Consumer Catalog Shopping Survey
    HF5861 C356
  • The New Strategist Series
     
    • American Attitudes
      HN90 P8 M58 2005
    • American Generations
      HC110 C6 M545 2003
    • American Health: Demographics and Spending of Health Care Consumers
      RA445 A442 2005
    • American Incomes: Demographics of Who Has Money
      HC110 I5 E87 2005
    • American Marketplace: Demographics and Spending Patterns
      HA203 A635 2003
    • American Men
      HQ1090.3 A457 2002
    • American Women
      HQ1421 A486 2002
    • Americans 55 & Older
      HQ1064 U5 A447
    • Americans At Play: Demographics of Outdoor Recreation & Travel
      GV191.4 W44 1997
    • Baby Boom: Americans Born 1946 to 1964
      HF5415.33 U6 R877 2004
    • Best Customers: Demographics of Consumer Demand
      HC79 C6 R87 2005
    • Demographics of the U.S.: Trends and Projections
      HB849.49 R875 2003
    • Generation X: The Young Adult Market
      HC110 C6 M544 2004
    • Household Spending: Who Spends How Much on What
      HC110 C6 A666 2004
    • Millennials: Americans Born 1977 to 1994
      HQ796 M55 2004
    • Older Americans: A Changing Market
      HQ1064 U5 O435 2004
    • Racial and Ethnic Diversity
      E184 A1 R78 1998
    • Regional Markets: The Demographics of Growth and Decline
      HA214 E97 1998
    • Who's Buying ... Series
      • At Restaurants & Carry-Outs
        TX945 W46 005
      • Health Care
        RA410.53 W46 2005
      • Household Furnishings, Services and Supplies
        HD9773 A1 W46 2005
      • Information Products and Services
        HE7601 W46 2005
      • Transportation
        HD9710 U52 W46 2005
  • Euromonitor Series
     
    • GMID - Global Marketing Information Database
      (Database)
        Intelligence on industries (consumer, industrial, service), countries (200+), and consumers (lifestyle, expenditures).
    • China Marketing Data & Statistics
      HC427.92 C445 1999/2000
    • Consumer Asia
      HC411 C66 2006
    • Consumer China
      HC430 C6 C65 2006
    • Consumer Eastern Europe
      HC244 Z9 C6138 2005/2006
    • Consumer Europe
      HC7022 C68 2000/2001
    • Consumer International
      HC79 C6 C666 2002/2003
    • Consumer Latin America
      HC130 C6 C67 2006
    • Consumer Middle East
      HC415.15 Z9 C6 2006
    • Consumer Western Europe
      HD7022 C68 2005/2006
    • Consumer USA
      HC101 C744 2002
    • European Marketing Data & Statistics
      HA1107 E87 2006
    • European Marketing Forecasts
      HC240 A1 E85 2005/2006
    • Global Market Share Planner - 6 Vols.
      HD2757.15 G56 2006
    • International Marketing Data & Statistics
      HA42 I56 2006
    • International Marketing Forecasts
      HF5410 I56 2005/2006
    • Latin American Marketing Data & Statistics
      HF5415.12 L3 L38 2004
    • Retail Trade International
      HF5429 R48 2005
    • World Consumer Lifestyles Databook
      HF5415.3 W67 2005
    • World Consumer Spending
      HC79 C6 W674 2005/2006
    • World Economic Factbook
      HC59.15 W67 2005/2006
    • World Economic Prospects
      HB3730 W653 2002
    • World Retail Data & Statistics
      HF5419 E914 2005
  • Euromonitor Consumer Lifestyles Series
     
    • Consumer Lifestyles in Canada
      HC115 C66 2000
    • Consumer Lifestyles in China
      HC427.95 C66 2000
    • Consumer Lifestyles in Mexico
      HC135 C66 2000
    • Consumer Lifestyles in Russia
      HC336.27 C66 2000
    • Consumer Lifestyles in the UK
      HC256.7 C66 2000
    • Consumer Lifestyles in the US
      HC106.82 C66 2000

Business Literature

These resources provide access to both the scholarly and industry literature.

The Top 3

Others of Interest

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