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

• Bureau of Labor Statistics
  (http://www.bls.gov)

 

• Bureau of Economic Analysis
  (http://www.bea.gov)

 

• Census Bureau
  (http://www.census.gov)

 

• Economic Census - 2002
  (http://www.census.gov/econ/census02/)

 

• Fed-Stats
  (http://www.fedstats.gov)

 

• Stat-USA
  (http://www.stat-usa.gov)

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 S723
  • 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 2005
    • 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

• ABI/Inform Global
  (TAMU Database Resource)

 

• Business Source Complete
  (TAMU Database Resource)

 

• Wilson Business Full-Text
  (TAMU Database Resource)

 

Others of Interest

• Business & Industry
  (TAMU Database Resource)

 

• Lexis/Nexis Academic Universe
  (TAMU Database Resource)

 

• Tablebase
  (TAMU Database Resource)