UAH Library

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UAH Library

• Finding Secondary Marketing Data
• David P. Moore
• Business Librarian
• 824-6285
• david.moore_at_uah.edu
• http//lib.uah.edu

"Consumers drive the economy Marketing drives
consumers Information drives marketing"
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Market Research Reports

• Market research is essential for any organization
  that wishes to stay in business.
• Gartner is a leading resource for comprehensive
  analysis and market intelligence for the global
  information technology industry.
• New Strategist books give you the numbers and
  analysis behind the nation's changing
  demographics and consumer spending patterns. Ex.
  Whos Buying Groceries
• Kalorama provides business intelligence and
  syndicated market research in the life sciences.
• See MarketResearch.com to get an idea of what is
  out there.

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Electronic Periodicals

• Over 15,000 available!
• Choose Journals from library web page.
• This links provides easy, quick access to
  research
• In many cases e-journals are in Adobe Acrobat PDF
  format, preserving the layout of the original
  article
• Most e-journals are available on and off campus

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Company Datahttp//librarycatalog.uah.edu/cgi-bin
/redirect/comp.cgi

• ReferenceUSA
• Mergent
• Wall Street Journal
• Value Line
• Hoovers (via ProQuest)
• Standard Poors
• Lexis-Nexis Academic
• Datamonitor
• SP Compustat
• More!

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Datamonitor Company Reports

• Datamonitor Company PDF Reports will provide a
  wealth of information on most public firms.
• Available through the Business Source Premier
  Database

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ReferenceUSAhttp//www.referenceusa.com

• How many Greek restaurants are there in Kansas
  City,MO?
• How many non-profit organizations are there in
  CA?
• Which companies in VA with 20-99 employees have
  sales under 1 million?
• Target Corp is the parent company of 6 companies.
  Name them.
• How many wedding chapels are there in Las Vegas
  NV?
• How many companies with more than 500 employees
  are headquartered I the state of Alabama?
• Who is the manager of the Subway restaurant on
  Jordan Lane in Huntsville?

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ReferenceUSA Example
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ReferenceUSA Example 2
http//www.referenceusa.com
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Datamonitor Industry Reports

• It's important to be aware of the conditions,
  trends and issues of an industry in which you are
  going to market a product.
• Other great industry sources
• Standard Poors NetAdvantage
• Business Company Resource Center

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About Classification Codes

• Standard Industrial Classification (SIC) codes
  are four-digit codes used to identify an industry
• Makes it easier to retrieve certain business
  information from library resources
• To use some library reference books.
• To easily identify competitors.
• To obtain analyses on your industry.
• http//www.uah.edu/library/business/sic.html

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Library InfoLibrary 1st Floor Layout
Print Business Reference Books are located here
Electronic Indexes are here
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Market Share Market Share Reporter

• Oxford's A Dictionary of Business (Ref. HF 1001
  C74) defines market share as"...the share of
  the total sales of all brands or products
  competing in the same market that is captured by
  one particular brand or product, usually
  expressed as a percentage."
• Market Share Reporter provides this type of data
  for many industries.
• Available electronically through Business
  Company Resource Center or in print (Ref. HF5410
  M34).
• You can also often find market share data as part
  of charts in trade journal articles. ABI Inform
  is one database that provides access to trade
  publication articles on market share.

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Market Share Reporter Example
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Demographic Data MSA Profile CEDDS Ref.
HC106.8 .M47

• The MSA Profile contains historical data from
  1970 and projections to 2030 of population by
• age and race,
• employment by industry,
• earnings of employees by industry,
• personal income by source,
• households by income bracket
• retail sales by kind of business.
• Data and projections are for all Metropolitan
  Statistical Areas (MSAs), states, and regions in
  the U.S. This 900-page book has more than 450,000
  statistics.
• The Complete Economic and Demographic Data Source
  (CEDDS) has data for all counties in the U.S.

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MSA Profile Example 1
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MSA Profile Example 2
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Demographics Info Demographics USA Ref.
HF5415.1 .D4631

• Contains thousands of demographic data
• Age, sex, ethnicity
• BPI (Buying Power Index)--a unique measure of
  spending power that takes population, EBI, and
  retail sales into account to determine a market's
  ability to buy.
• EBI (Effective Buying Income)-- a measurement of
  disposable or after-tax income.
• Retail spending by category
• 5-year projections
• Available in County and ZIP Code Edition.

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Demographics USA Example
Average Household EBI
Graduated Buying Power Indexes
Buying Power Income
Total retail sales
A more finite BPI GBPIs correlate product
potential and buying power in households based on
income level.
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Demographics USA Example 2
Groceries, alcohol, clothing, furniture
Employment data (white collar, blue collar, etc.
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Psychographic Data Lifestyle Market Analyst
Ref. HF5415.33 .U6 L54

• Provides market analysis of potential local,
  regional and national audiences, compiled from
  data from more than 19 million households.
• You can start with a certain lifestyle and then
  identify what other interests frequently appeal
  to those consumers and what demographic
  information corresponds to that profile.
• You can also learn where consumers with specific
  lifestyle profiles live, with all 210 DMAs ranked
  by index.
• You can also see research by specific demographic
  segment - then identify lifestyles and geographic
  locations.
• If you've identified your target audience
  demographically, you can quickly turn to a
  complete analysis of corresponding lifestyle
  characteristics.

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LMA Example 1
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LMA Example 2
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Consumer Behavior Media Mark Reporter
(CD-ROM)Available in the reference area. Ask for
Assistance

• Great source of information about consumer
  behavior, including buying habits, at the brand
  level.
• Data is available mainly for grocery/drug store
  type items.
• Examples
• Of consumers who eat Capn Crunch, what
  percentage are Spanish speaking?
• Which brand of beer are readers of Field and
  Stream likely to buy?
• Note the CD-ROM software takes a little getting
  used to. But we have a guide on how to use it,
  and I can meet with you at the CD-ROM station if
  available
• Another excellent guide at http//www.pace.edu/lib
  rary/instruct/guides/mri.html

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MRI Example
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Advertising Data Standard Rate Data Service
Ref. HF5905 .S7

• Provides media rates and data for the advertising
  industry, listing advertising rates, editorial or
  programming content, circulation and other basic
  information for a variety of advertising media,
  including radio, and newspapers (but not TV).
• Most volumes are organized by state and by city,
  with demographic and market data for each state.

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Suppliers Thomas Registerhttp//www.thomasnet.co
m

• The best source for suppliers of products of all
  kinds. 155,000 company listings, 124,000 brand
  name listings, 60,000 product category listings
  and 5,500 online product catalogs. Requires
  registration but access is free.

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Associations Trade Orgs.

• Trade associations can be an excellent source of
  market information. An association might collect
  data not available from any other source.
• Associations Unlimited-- An online database that
  lists 23,000 U.S. national associations, 19,000
  international associations, and 112,000 U.S.
  regional, state and local associations as well as
  300,000 nonprofit organizations.
• National trade and professional associations of
  the United States Provides contact info, number
  of members and staff, annual budget, homepage
  URL, publications, and dates of regular meetings
  are provided. Indexes by subject, geography,
  budget, executives, and association acronym. (Ref
  HD2425 .D53).

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Utilizing Government Information

• 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.
• Occupational Outlook HBhttp//www.bls.gov/oco/hom
  e.htm
• Consumer Expenditure Survey http//www.bls.gov/ce
  x/home.htm
• Alabama Factfinderhttp//census.cba.ua.edu/
• Statistical Abstract of the U.S.http//www.census
  .gov/compendia/statab/

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Utilizing Government Information

• American Factfinder (Census)The Census Bureau's
  premier online data delivery tool, providing the
  ability to view or download data from the 1990
  and 2000 Censuses, annual population estimates,
  the Economic Census, and more. http//factfinder.c
  ensus.gov/
• Stat-USA-- a service of the U.S. Department of
  Commerce, is a single point of access to
  authoritative business, trade, and economic
  information from across the Government. Includes
  Intl market research. http//www.stat-usa.gov/
• USA Counties--provides county, state, and
  national level business data. Includes number of
  establishments, payroll, number of employees, and
  number of establishments. http//censtats.census.g
  ov/usa/usa.shtml
• Regional Economic Information System--The REIS
  provides local area economic data for states,
  counties, and metropolitan areas for 1969-2004.
  Statistics in the data base include personal
  income and earning variables. http//bea.gov/bea/r
  egional/data.htm

http//www.uah.edu/library/about/department/govern
ment_documents.htm