Guides to Business Subjects

No. 10 Marketing Research

This is one of a series of subject guides produced by the Thomas J. Long Business Library at the University of California, Berkeley.

The following is a guide to selected marketing information sources. Unless otherwise noted, items are located in the Thomas J. Long Business Library. Databases are accessible from the List of Databases A-Z.

UC Berkeley faculty, registered students, and staff who are off campus may use items marked * by using the library's proxy server.

Last updated 11/2011.

Market Research reports
Market News
Consumer Research Demographics
Advertising
Market Share

Category	Sources
Market Research/Analysis	* Business Source Complete Select Market Research Reports link in the right column and browse titles or search by subject. * Frost & Sullivan Worldwide industry reports. Aerospace & Defense; Automotive & Transportation; Chemicals, Materials & Food; Electronics & Security; Energy & Power Systems; Environment & Building Technologies; Healthcare; Industrial Automation & Process Control; Information & Communication Technologies; and Measurement & Instrumentation. * Gartner Worldwide. IT. Detailed analysis of new products, services, markets. * Mintel Reports Detailed market research reports on products and consumers (predominantly UK and US markets — sporadic coverage of markets in some other countries). * MarketResearch Academic Detailed reports on US consumer markets in healthcare, financial services, technology, medical equipment, food and beverages.
Market News	* Business and Industry Industry trade journals and newsletters. Good source for specific products, market share, and more - select TableBase for information published as a table anywhere. Select Advanced Search option to search by Concept Terms or Marketing Terms such as Market Size, Energy Use, Brands, Advertising Costs, etc. * Business Monitor Online Quarterly forecasts for major industries by country. * Factiva Business and trade news, international coverage. Good for finding coverage of specific products and companies. * ISI Emerging Markets News from emerging market countries, these include BRICs, and most countries in North Africa, Middle East, Latin America, Eastern Europe and Asia.
Consumer Research Demographics	American Community Survey Ongoing census of demographics of US cities, counties and states. The American marketplace : demographics and spending patterns HC110.C6 A512 Reference Tracks Attitudes, Education, Income, Health, Time Use, Wealth, Time-Use, and much more. Bureau of Labor Statistics CPI, PPI, employment, inflation calculator, and much more. Consumer Expenditure Survey Consumer spending by region, race, income, education, and occupation on various items such as apparel, food, fuel, furnishings, healthcare, entertainment, transport, insurance. Wages by Area and Occupation American Time Use Survey Time Americans spend on specific daily activities Community Sourcebook of Zip Code Demographics Income, spending potential, spending on various major categories by zip code. HA203 .S66 Reference * Lexis-Nexis Academic. Select Sources link, search by publication name New Strategist Publications New Strategist publications on American demographics of demand Americans and their homes : demographics of homeownership HD7287.82.U6 R87 2011 Reference American buyers : demographics of shopping HC110.C6 A54 2010 Reference * ProQuest Statistical Insight Statistics and reports from trade associations, government, non-government and research organizations — examples include ice cream markets or sporting goods or fashion and footwear, etc. SimplyMap US demographic, psychographic, consumer spending on specific products, business, and marketing data from national to census block level. US Statistical Abstract Detailed statistics of all aspects of the US economy on national level, some on state. Search library catalog for title keyword "Who's Buying" for publications on specific market demographics and for subject "consumer behavior statistics" or subject "consumers statistics" for more on buyers of products and services.
Country Research	* Business Monitor Online Political Risk and Business Climate for 55 countries. * Economist Intelligence Unit (EIU) Country Commerce has guides to specific commercial laws, regulations and operating conditions as well as how to do business in 51 countries. EIU Country Reports provide history, future forecasts and reports on the current political scene, economic policy, domestic economy, sector trends, and foreign trade and payments for 200 countries.
Advertising	Adweek — in * Factiva and * Lexis-Nexis (with one-week delay) Marketing strategies and activities of the major advertising agencies, agency profiles, case histories, client profiles, and news. HF5801.M132 — current issues in Periodicals section of library, older ones in stacks Advertising Age — in * Factiva and * Lexis-Nexis (with one-week delay) Market share and corporate strategies. Special issues include an annual ranking of the top 100 corporations according to ad expenditures. HF5801.A27 — current issues in Periodicals section of library, older ones in stacks Brandweek — in * Factiva and * Lexis-Nexis (with one-week delay) Weekly review of the advertising and marketing industries specializing in large brands. Special reports on marketing aspects several times a year. HF5801.A43 — current issues in Periodicals section of library, older ones in stacks
Market Share	Market Share Reporter HF5410.M35 2012 Reference The following databases have market shares as reported in various trade association and business magazines: * Business and Industry - search TableBase, select Market Share Concept Term in Advanced Search * Business Source Complete * Factiva